EchoTopic.com - Targeted Pop Up Ads

Their tagline reads: “Turn words into customers”. This is EchoTopic’s simple but ingenious marketing model. EchoTopic specializes in the thing that turned Google into Google, namely, advertising and generating beaucoup bucks from it. Formed from parent company, Exponential Inc.’s semantic ad model which scans entire web pages for content and determines advertising from there, EchoTopic goes one step further and offers highly targeted pop up bubbles ads. For example, if you’re an advertiser selling insurance, a website featuring an article on the housing meltdown may have certain keywords like mortgage, real estate, etc. When a user mouses over that particular keyword, an ad for your insurance company will pop up along with a link to your website. Not only, do you get relevant ads that are more likely to hit home with users, but you also get access to a number of tools and reports. It’s a win-win situation for both advertisers and publishers.

“EchoTopic provides both small and large businesses with concrete marketing results while also enhancing the user experience through the delivery of relevant advertising. EchoTopic is based in the Bay Area and is a part of Exponential — one of the Web’s leading online marketing and advertising companies.”

EchoTopic offer smart targeting for advertisers. It worked for Google so why not for EchoTopic. Their services are backed up by mega-advertiser Exponential Inc.

Why not provide a more engaging way to grab users? Is the monetization scheme something both publishers and advertiser will be happy about? Is it effective?