Healthline extends network's reach

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Health information network Healthline has extended it reach through new partnerships with AOL Health, dLife, iVillage, Organized Wisdom, Tudiabetes.com and WrongDiagnosis.com.

The deal allows Healthline to implement its search engine technology to deliver health and pharmaceutical advertising. Healthline's partners will be able to utilize the technology to augment direct ad sales by matching unsold inventory with contextually precise ad targeting. 

“We encourage advertisers to work directly with our partners,” said Bill McGee, SVP of network services. “We don't have access to some of the customized advertising opportunities available directly through a website. However we can place ads across many sites within the [Healthline] network for our clients, augmenting what our partners can provide.” 

Healthline's pharma clients include Abbott, Pfizer, Johnson & Johnson, Schering-Plough, GlaxoSmithKline, Novartis, Sanofi-Aventis, AstraZeneca, Forest Laboratories and Sepracor, according to McGee.

According to Joe Petrosino, vice president of sales at Healthline, the company surpassed its entire advertising revenue billings for 2008 in the first month of 2009.

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