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Sonar to Include Nexchange Sites, E-Commerce Capabilities

Content site ad network Sonar Network, a division of DoubleClick, will be using affiliate marketing and merchandising company Nexchange's network of publishers and sellers to launch a commerce vertical category in its network of Web sites.

The Sonar Network organizes its approximately 600 affiliated sites into 35 niche vertical categories, including Consumer Technology, Small Business/SOHO and Medical Professionals.

Nexchange allows its clients, of which it has about 30, to sell products and services in hosted e-commerce areas of related content sites. Sites hosting these e-commerce areas receive a portion of income from sales.

Based on the agreement, about 10,000 sites in Nexchange's network of 30,000 storefront hosts will make up Sonar's Commerce vertical.

For its part, Sonar will sell ad space in the e-commerce sections of the sites to its approximately 260 advertisers.

"Through this partnership we are providing advertisers with a unique opportunity to communicate with consumers shopping for everything from books to luggage to health & beauty products," said Andy Jacobson, Sonar Network vice president and general manager.

Additionally, the other verticals in the Sonar Network will have the ability to add e-commerce to their site by hosting Nexchange commerce areas.

"Sonar has quickly built a great network of niche sites, and we are thrilled that they've selected Nexchange as their commerce solution," said David Slovin, vice president of host sales and satisfaction, Nexchange.

Sites currently placing e-commerce storefronts across Nexchange's network include online flower retailer Proflowers.com, diamond and jewelry merchant Zales.com, and leather goods retailer Ashford.com.

Nexchange hosting affiliates include content properties such as Cox Interactive Media's network of community sites, Web site builder for local television stations WorldNow and online vacation information amalgamator TravelNow.com.