I guess you could say we’re on a bit of a roll. In June, we launched Technorati Media, our ad network. At the end of August, we acquired BlogCritics, a great site and community of blog authors. Today, we’re launching a private alpha of Technorati Engage, a self-service advertising network for blogs and social media sites.Step one for Technorati Media was to get the network up and running with a smaller group of bloggers. But our ultimate goal is to help bloggers at all levels make money, while at the same time creating an effective and safe vehicle for brand advertisers.
So step two is to open up something that works for everyone, and that is ideally suited to the long tail. While the audiences here are smaller, the levels of engagement, influence and expertise in the audience can be exponentially higher. It’s also an incredibly challenging space for advertisers to target and buy. With Technorati Engage, advertisers can very easily achieve the necessary levels of targeting and critical mass.
To help power this new platform, we’ve acquired AdEngage, an online advertising network and advertising exchange.
AdEngage has been running since 2004, serves more than 12 billion ad impressions across more than 4,000 sites, and has grown rapidly each year since its inception. They’ve established a good reputation with publishers: dependable, accessible, and they pay on time. They’ve built an interface that is very easy to use for advertisers and publishers.
Most importantly, AdEngage was founded by the publisher of an independent site, who was fed up with his ad network, expressly for publishers of independent sites. It’s designed from the ground up with your challenges in mind.
So when will all of this happen?
First we’re launching the Technorati Engage private alpha, which offers AdEngage’s existing text and PhoText products. Next month, with the public beta launch, we’ll add a 125x125 square, which is one of the leading ad formats in the blogosphere. We’ll quickly move to full display capabilities, with the most popular IAB display ad sizes becoming available for Q1.
How will this work?
You simply enter into the exchange, are reviewed to ensure your site meet Technorati’s content quality standards, and your inventory is made available. We’re reviewing and evaluating the applying blog and social media sites before they are accepted, as well as only giving access to qualified advertisers, to ensure a safe place for brand and engagement marketing. Advertisers are then able to directly target, buy, create, and see the performance of their ads. You can sign up now and come back and grab the ad code next month.
While Technorati Engage will focus on blogs and social media, AdEngage will continue to operate as a standalone entity and grow its existing business with its current self-serve advertising network.
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