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BtoB

Niku, CNET announce co-branding deal

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Redwood City, Calif.--Niku Corp. and CNET announced Thursday a co-branding and advertising deal that will test the efficacy of marketing distributed business-to-business applications on the Internet through content alliances. Under terms of the agreement, Niku will purchase $15 million in CNET advertising over two years, while CNET will spend $5 million to market and co-brand a site designed to get IT professionals to use Niku products. Similar arrangements between Niku and portals aimed at health care, financial services and management consultants will follow the CNET site's November launch, a spokesman said. Niku has been distributing lightweight applications on its corporate site for almost a year, but sees content alliances as a way to gain widespread use.
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