CBS Mobile, Aggregate Knowledge To Offer Content Recommendation Service
28 March 2008CBS Mobile and Aggregate Knowledge have teamed up to offer “discovery and recommendation” technology on mobile Web sites.
Aggregate Knowledge provides the Pique Discovery Network, which is a network of Web sites where people discover content and products based on what is being viewed and bought on the Web.
By drawing on the collective wisdom of mobile Web users, CBS hopes to be able to deliver consumers better targeted and relevant content, thereby making the experience more user-friendly.
“We’re constantly pushing to make our mobile content and advertising as relevant as possible,” said CBS Mobile executive VP Jeff Sellinger. “Behavioral targeting on mobile phones is the next frontier in achieving this because the smaller the screen, the more relevant the content needs to be. Furthermore, in learning from our partnership with Aggregate Knowledge, in time we hope to deliver other even more highly relevant and targeted ads, services and applications to our mobile customers and visitors. All this comes on the heels of our recent announcement of being first with location-based mobile advertising.”
In its first step, this partnership between San Mateo-based Aggregate Knowledge and CBS Mobile will let users see and receive content recommendations based on what is being viewed, clicked and read by mobile users with similar interests.
For instance, if a user reads an article about “super delegates” they might be led to a story about the upcoming Democratic primaries because others who read about the super delegates went on to read about the primary.
Consumers will see article suggestions initially in the form of “Your Headlines” functionality. Because content suggestions are user-driven, they change throughout the day based on natural shifts in interest from morning news, to feature articles, to breaking stories and trends.
Aggregate Knowledge will initially deploy the Pique Discovery Window to deliver content recommendations for the CBS Mobile news site. Consumers can receive CBS Mobile content recommendations on any type of mobile browser across all major mobile carriers in the US.
Financial terms of the deal were not disclosed.
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