We have created a technology that allows publishers to be able to offer a web-based highlighter to their viewer-ship. Typically in the Article Tools section, the user would see a highlighter pen.

Upon clicking the button:
   1. User's mouse cursor changes to a highlighter.
   2. User can now point his mouse anywhere in the article, "Click and Drag" and s/he will instantly see the highlights in-situ.

The user can then forward the article on to his/her contacts with the relevant portions highlighted. The recipients will see the entire article in their email program, with the highlights intact. This initiates pointed discussions amongst this group of people, driving more of them back to the publisher's website, and to this particular article.

As publisher's are struggling to gain more mindshare, RoohIt increases publishers' Reach and Retention! This is a very effective distribution mechanism, with OneClick integration to all the popular Social Bookmarking sites, Instant Messengers, e-mail, and Blogs - constantly driving more traffic back to the publishers' website.

The user-generated-highlights solve the granularity problem of ´user interest´ to a finer level - beyond just a web-page; meta-data right down to the particular passages of interest on the page. Superior behavioral profiles on user interests deliver focused targeting opportunities, higher advertising rates and increased revenues for publishers

This seemingly obvious tool has been missing because of a technology gap that we have managed to successfully bridge.