To Anand Subramanian, navigating the Web with today’s search engines is a model of maddening inefficiency: Instead of going from one logical place to another, a surfer must usually go back to square one after trying each page in a search result. So the president of ContextWeb, a three-year-old software company, is trying to patent technology that will automatically put relevant links in Web pages found during a search. That way, in theory at least, a surfer can then refine a search with each click, going from Web page to related Web page until the precise information is located. “This is a shift in how people browse,” Subramanian said. “Instead of users typing search terms into a box, slowly we’ll see Web search results next to related content. So you can go from place to place with a certain focus, as opposed to information overload.” Viewed as a potential diamond in the rough of the flagging Internet industry, paid search has become the subject of fierce competition among players big and small, driving major changes in Web advertising and causing leaders to devote more resources than ever before on expansion. One of the most promising possibilities is “content-targeted advertising,” which… Read full this story
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