Recently launched travel website has signed up Hertz as its exclusive car rental partner.

Under the 12 month deal Hertz will make use of the site’s contextual and display advertising technology. The car rental firm’s ads will change according to the type of search criteria entered by the website’s users, such as dates and type of holiday, with real-time price and availability information drawn via a live feed from Hertz.

Hertz Europe’s vice president of sales and marketing Bill Jones said: “We were attracted to the advertising model because it delivers highly targeted traffic which has been largely unavailable in other pay-per-click (PPC) environments. The innovative and intuitive response to customer preferences on the site will, we believe, see PPC delivering significant return on investment.”

Ray Nolan, the chief executive of Boo’s owner Web Reservations International, said that in future the ads on the site would be able to change according to other parameters such as users’ travel history, enabling advertisers to further target customers.