Perfect Market Names Advisors

Pasadena-based Perfect Market, the Idealab-backed startup which is looking to help publishers monetize their underutilized and archive content, said Wednesday that it has created a new advisory board. The firm said that it has added Darshan Kantak, Chief Product Architect for Yahoo's Marketing Products Division; Larry Goodman, President of White Mountain Media; Jonah Schnel of the Ezralow Company; and Chris Muller, Director of Business Development of Synthasite, to its advisory group. Perfect Market is looking to apply search engine marketing and search engine optimization techniques to what has traditionally been considered "archive" content--for example, old advice articles from newspapers and magazines. The firm is hoping its automated tools can help large, branded content publishers a way to drive traffic to their sites.