Dec 222010

Globe Staff

Skyword, a Boston start-up, said it is launching a platform that takes a new approach to search-engine marketing and search-driven media.

Skyword was founded by Tom Gerace. Several years ago, he founded Gather, a social website aimed at communities of people with similar interests. Similar companies aim at young audiences. Gather looks to court a middle-age demographic. Gerace will continue as CEO of Gather even as he also heads up Skyword.

In a statement, Gerace said: “Skywords platform provides an invaluable resource for brands seeking to intelligently engage with their customers via natural search. By providing consumers with the information they want in brand-aligned spaces, leading brands connect with their customers, create value for them, and often do so at half the cost of traditional SEM (search-engine marketing).

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