I was doing some research last week, looking for niche directories in the medical/health vertical, and there are quite a few out there. Some of them are quite general, others deal with specific parts of the field, such as various medical specialties, exercise and fitness, alternative health care, men’s health, and women’s health. One site in the latter category is the aptly named Women Health Links.

Based on its content, it looks to be a serious, authoritative site. I didn’t see any trashy or off-topic listings. The directory doesn’t have a ton of backlinks, but they all seem to be on topic. It’s been online for a couple of years, and it looks like it’s updated on a monthly basis.

It’s pretty clear why the site exists: to provide access to trusted sites that provide information on women’s health — sites on reproductive health, sexuality, menopause, pregnancy, abortion, infertility, etc. I think it’s pretty safe to assume that women make up the majority of the directory’s users.

And that makes me wonder why the advertising the directory displays is the sort you see below, in the lower-left of the image.

page from womenhealthlinks.com

Oooh. Hotties. Babes galore. Just what every red blooded male breeder wants.

Anna Nicole Smith in an advertisementHere’s another ad from the site:

But how many red blooded male breeders are checking out this site? Yes, I was there, but I was on the clock, so I didn’t click any of the adverts. Had I been on my own time… yowzah! (Well, maybe not.) Could I have been wrong in assuming that the directory’s audience was mostly female? No, I don’t think so. I certainly don’t think that anyone hoping to find porn is going to go to a directory about women’s health.

Maybe these ads are for porn sites for women… No, only if those women are looking for pictures and videos of women. And this doesn’t look like porn that’s being marketed to lesbians. I’ve been shown such things by real, live lesbians, and this ain’t it.

So what’s going on with these ads? They’re being served by a company called CPX Interactive. So, what do they have to say about themselves?

CPX is a different kind of ad network, focused on leveraging the underlying truths of the Internet to unlock unprecedented efficiency in the buying and selling of online display advertising. Advertisers leverage the network to receive optimized global reach at dynamically efficient pricing, while Publishers realize the benefit of 100% inventory fill technology.

The underlying truths of the Internet, such as “everyone loves boobies,” I suppose. And how do they do it?

Campaigns are continually optimized across our entire network, shifting placements, on-the-fly, toward sites where the offer is converting most cost effectively and away from those that are not.

How it works:

  1. Specific campaign goals and targeted audiences are honed.
  2. Maximum CPM necessary to deliver on goals is identified, based on historical data.
  3. Campaign is trafficked with a RON strategy developed to reach targeted audience, maintain maximum designated CPM and efficiently deliver ROI goals.
  4. Placements and CPMs are continuously monitored across network and optimized, in real-time, based on client’s specific goals and strategies.
  5. Conversion efficiency is continually “ratcheted down” as system “learns” perfect network mix for specific campaign.

So apparently the system has “learned” that straight porn delivers the best ROI for this site.

Drill-Down Targeting

Unlimited dynamically-created demographic channels.

More than 20 pre-defined psychographic interest channels (with more than 200 subchannel categories):

  • Arts & Humanities
  • Fashion & Beauty
  • Entertainment
  • Automotive
  • Hobbies & Interest
  • Family, Home, & Health
  • Business / Finance
  • Lifestyle
  • Shopping & Retail
  • Career & Education
  • News & Reference
  • Sports
  • Dating & Social Networking
  • Science, Tech, & Web
  • Travel & Leisure

So which of those categories would include Your Tit Parade? Maybe a better question would be whether any of them doesn’t include it.

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