Kanoodle has launched its BrightAds Cookies program, the first undertaking to actually pay publishers to distribute targeting cookies even though their sites may not carry corresponding ads, writes ClickZ. The intent of the program is to increase the relevance of behaviorally targeted ads. That is, by collecting data on users who visit sites outside its ad network, Kanoodle can target more relevant ads to those users when they do visit a site that serves Kanoodle's BehaviorTarget ads.

Publishers will be paid five percent of revenue when an ad served in the BehaviorTarget network is triggered by information from the most recent cookie on a publisher's site.

Kanoodle expects the program to be attractive to publishers with targeted, niche audiences as well as e-commerce sites wary of showing ads because they might distract users from making purchases.

BrightAds Cookies uses third-party cookies, which users and anti-spyware software are more likely to delete; the Kanoodle cookies expire after 30 days and do not collect information that personally identifies the user.

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