Kanoodle, a company that runs a system for placing content-targeted text link ads, said that a study it conducted with Jupiter Research found that the sponsored link category will rise quickly in 2005. More marketers participating in the study reported that they will try the text links for the first time in the next 12 months than those that either reported they will try banners for the first time or paid search for the first time. Kanoodle's initial public report on the study did not include absolute figures as to percentages of marketers using each mechanism. It may be simply that banner advertising and search marketing had less room to expand among using marketers. JupiterWeb, a publisher of internet and technical business publications, provided media for acquiring study participants, which likely made study participants better reflect IT industry trends.