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Google-Like Ad Search Supports Electronics Site

Supplyframe, a Web site offering on-demand price quotes and purchasing information for millions of parts, from semiconductors to capacitors, has tapped into the search advertising model typically found on consumer Web sites.

A Google-like click-through advertising model is being built into a Web site that provides buyers information on electronics components built into cellular phones, digital cameras, and other consumer devices.

Supplyframe, a Web site offering on-demand services for price quotes and purchasing information for millions of parts on everything from semiconductors to capacitors, has tapped into the search advertising model typically found on consumer Web sites, said Steve Flagg, Supplyframe CEO and founder.

"We're looking at what works in the consumer space and moving it into B2B," Flagg said. "Things like instant messaging and ad-supported search could work better in niche markets like electronic components."

Search queries will likely tie to specific part numbers or categories. For example, companies, such as Texas Instruments or NEC Electronics, selling electronic components could have an option to specify the type of part, possibly down to the number, that would sponsor an ad appearing in returned search results. If the buyer clicks on the ad through to the vendor's Web site, Supplyframe would get paid.

Supplyframe aspires to even bigger heights. It wants to offer information on aggregate inventory, and price trend analysis and data on specific components that could provide insight into historic pricing that can affect future sales.

"I've seen this Google- and Yahoo-type advertising model traditionally on consumer Web sites, but I believe this is the first that would tie specific products to searches on a B2B site in the electronics industry," said Robert Damron principal analyst at 21st Century Equity Research.

"I think the jury is still out on whether this model will adapt to the electronics industry, and it will depend on if advertisers believe they can get enough eyeballs to their sites," Damron said.

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