Kanoodle has recast itself as Seevast - a parent company overseeing three operating units, one of them Kanoodle - the company announced today at the Search Engine Strategies Conference.

The Kanoodle content-targeted sponsored links business will become a self-standing operating company, to be branded Pulse 360. The Kanoodle brand will continue to be associated with search-targeted sponsored links, as it has been since 1999. The third unit will be the just-acquired Moniker.com, which provides domain name registration and management, live domain auctions, escrow, appraisals and domain traffic monetization services.

"As online marketing continues to change and expand, and domain names are now considered valuable assets, Seevast's structure will allow our three operating units to have a sharper, tighter focus on enhancing services for our customers and give us a platform for future growth," said Lance Podell, Seevast CEO.

Moniker.com will continue to operate as an independent business unit, and the company's founders - Monte Cahn, CEO, and Eric Harrington, president - will remain in their current roles. Moniker's clients include the NHL, Major League Baseball, Lionsgate Films, Marchex, Jupiter Media and Yahoo.

Pulse 360 will become the name for the existing content-targeted sponsored links business, previously a component of Kanoodle's business. Pulse 360 will continue to work with publishers and offer an array of targeting methods to reach customers- context, behavior, demographics or location, rather than search terms alone. Its network includes MarketWatch.com and the sites of the Dow Jones Online Network, MSNBC.com, USATODAY.com, NASCAR.com, Autobytel.com, among others.