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HealthCentral And IAC Form Ad Network Aimed At Pharma, Wellness Marketers

This story was written by David Kaplan.
The HealthCentral Network has unveiled the ad network targeted at pharmaceuticals and wellness marketers that was in the works when IAC (NSDQ: IACI) bought an estimated $50 million minority stake in the portal and community site back in January. IAC is also a partner in the ad net.

The company will support HealthCentral's effort with its IAC Ad Solutions' network, which claims access to 45 million monthly uniques. HealthCentral says its collection of sites attract roughly 10 million uniques per month. IAC Ad Solutions will also serve as the HealthCentral ad net's exclusive partner in online marketing to over-the- counter drug and consumer packaged goods advertisers. While the introduction of an ad net is practically a daily occurrence, this situation is slightly different. HealthCentral already has over 25 sites as part of its network and the ad sales support it will get from IAC represents a natural extension of the relationships it already has in place.

The portal site was formed as ChoiceMedia in 1999 and was bought out by Polaris, Sequoia and Carlyle in 2005. Christopher Schroeder, former CEO of Washingtonpost.Newsweek Interactive, took over as CEO shortly after. (He recently moderated a panel at our EconHealth conference.)Release

By David Kaplan