Kontera CEO Yoav Shaham and VP product Assaf Henkin founded the company in 2003. The company's technology finds keywords which it links to the most appropriate information and advertisements by locating words in the websites of the participating companies and creating links to advertisers.
Kontera's business model is similar to the model of text-based advertising of Google Adsense. The rationale underpinning Kontera's product is that a user reading the text where the keyword is found is sometimes also looking for related products.
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