With Google, Yahoo and Microsoft being the center of attention in regards to paid search advertisements, it is easy to forget about the second and third tier providers and networks.

Mooter Media is a case in point: This Australian based provider of targeting solutions for Internet advertising manages the Mooter Media Network, which includes over one hundred Chinese online publishers and serves paid listings to over one billion page views per month in China.

Mooter has just announced that it has signed an agreement with Baidu, China’s leading search engine, and Sohu, a leading Chinese portal and search engine, to supply paid listings to the Mooter Media Network in China. Baidu and Sohu join Alibaba, NetEase and Sina, which already provide paid listings ads to the Mooter Media Network.

Mooter is currently only earning around AU$50,000 in monthly revenue from its paid listings in China, but its goal is to expand its distribution network aggressively and then improve its ad monetization through better targeting and optimization and the introduction of advertising formats that are not yet widely used in China.

It will be interesting to follow the Mooter Media Network progress in China – China has proven to be a very tricky market to enter for large and internationally experienced corporations. It would be nice to see this relatively small company succeed and carve out a nice slice of the booming Chinese online advertising market.

You can find out more about Mooter Media at http://www.mootermedia.com and view the press release regarding the ad provision contract on the website of the Australian Stock Exchange.

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