DMNews: FindWhat.com to Expand Keyword Matching

Search marketers often regard FindWhat as the third major paid placement player, behind Google and Overture. Google first launched broad match and later extended it. Overture has its own broad matching capability from MatchDriver. Now FindWhat's IntelliMap will help marketers get more search inventory as well. Starting in the second week in January, FindWhat will allow for matching advertiser keywords to similar queries, misspellings, plurals and other presumably relevant inventory.