Tuesday, April 28, 2009

What Does AdXpose Mean for Online Publishers and Bloggers?

As some of you may have seen last week during ad:tech San Francisco, Mpire Corporation -- the parent company of WidgetBucks -- launched a new branded service called AdXpose. To clear up any confusion, AdXpose is completely separate from WidgetBucks.

AdXpose helps give interactive advertisers more insight into how their brand campaigns are actually performing online, no matter where their display ads run, including multiple ad networks (even those outside of WidgetBucks), exchanges and/or direct publisher placements.

At first blush, this may seem very advertiser focused and of no interest to you, the publisher. But alas, AdXpose has significant implications for all publishers, whether in the head or Long Tail.

The bottom line is this: Publishers have the potential to earn more money because AdXpose provides verification information around ad placement and reach to agencies, networks and advertisers. In other words, advertisers and their agencies now have a system that tells them if and when ads ran in view on properly targeted sites or blog -- and this confirmation means the ad placement carries more value (i.e. you get a higher CPM, assuming a couple of things about your site -- see below).

Last week, Mpire's CEO Matt Hulett demonstrated AdXpose to a room full of publishers during the conference and the response was tremendous. Many publishers approached Matt after the panel wanting more information and asked lots of questions, both tactical and challenging.

So, as a publisher, what do you need to do to empower your site or blog business to reap the rewards of AdXpose technology? Publishers need to ask themselves two questions when it comes to addressing this shifting paradigm of online media:

1. Does my ad inventory strategy provide value to advertisers? That is, is there a blend of above and below the fold placements? Do they complement the content?

2. Does my site content appeal to advertisers who want to maximize their spend and/or that are hyper-protective of their brands?

AdXpose is currently in invite-only private beta for key partners, so WidgetBucks and non-WidgetBucks publishers likely won't see the impact of placements and targeting for a few weeks.

We'll provide updates along the way here on the WidgetBucks blog, as well as the AdXpose blog.

- Dean

No comments: