Industry NewsTechnology

Social scene grows around online listings

Technologists discuss ad-based communities

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SAN JOSE, Calif. -- Classified ads can serve as the building blocks for an online community, said panelists during a technology conference this week focused on local Internet search. Sarah Pate, president and CEO of AdMission Corp., a technology company focused on ad creation, display and distribution for mass audiences, said that social interaction can be built into sites that feature classified ads and other listings, forming "a hyper-niche community of relevant content" as like-minded people link up online. These sites can become "a marketplace as opposed to isolated destination sites," said Pate, who spoke Tuesday during a panel at the "Drilling Down on Local" conference. The annual event brings together some of the top minds in Internet search technologies and is produced by The Kelsey Group, a research firm that specializes in Yellow Pages, electronic directories and local media. Internet search technologies are particularly relevant to the real estate industry, as research show...