Turn.com – Yet Another AdSense Competitor

Hot on the heels of finding out about Amazon’s beta test of an AdSense competitor, there is word that another contextual ad network is in the works. This one is called Turn.com and is headed by Jim Barnett, who was CEO of Altavista and was also a top exec at Overture. He is also currently chairman of the board at SideStep, Inc. a travel search engine.

He’s planning to launch a next-gen advertising network called Turn Inc. in the next several months. He has $10 million in venture funding, and some 16 PhDs in-house. The idea is that advanced search will target advertisements to users with a precision we’ve not yet seen.

Normally, if a start-up was trying to compete directly against Google, Yahoo, MSN and Amazon, I would say they were doomed. However, Given Jim Barnett’s history in this space, they might be worth keeping an eye on. Given the fact that we really know nothing about this venture yet, I guess we’ll have to wait and see. If they are quick about getting things going, as start-up tend to be, they may be able to beat Yahoo, MSN and Amazon out of beta though, giving them a little head start on some of the competition.

Found via John Battelle’s SearchBlog.


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