Despite improvements in contextual and behavioral internet advertising, for many sites, the typical ads that are served are not very relevant. This is particularly the case with blogs and websites offering financial commentary and business information.
The challenge is that most internet advertising is product-focused. So, if I'm writing a blog post about the company Motorola, contextual ad engines will most likely serve up an ad prompting the user to buy a mobile phone. But when a user reads a post on this blog, she's not looking to buy a phone; she's more likely trying to learn more about the company and research its stock.
Introducing the Premium Content Ad Network.
That's why Alacra has launched the Premium Content Ad Network ("PCAN"). PCAN has been developed to help publishers of business and financial information better monetize their websites.
For a blog or website covering stocks, PCAN will serve up contextually relevant ads which contain links to premium business information on the company being written about. Leveraging the content in the Alacra data warehouse, PCAN automatically generates ads consisting of selected premium business information based upon the content of the page the visitor is viewing, In the above example, a user landing on a page for Motorola (MOT) might see a list of recent credit or investment research, conference call transcripts, company profiles or other content about Motorola the company.
For web publishers, PCAN is complementary to existing advertising programs. Publishers can continue to run display ads and use ad networks such as Google AdSense for text ads. PCAN is a pay-per-action network; leveraging the Alacra affiliate program, participating websites will receive a share of revenue on any content sales.
The initial Alacra partners for PCAN are EDGAR Online and blog the Livermore Report. You can view PCAN ads, for example, on the following pages:
- EDGAR Online page for Citigroup
- Livermore Reports page for IBM
For more coverage of the PCAN launch, read Silicon Alley Insider, Fred Wilson's A VC, MediaPost and the Alacra Blog.
Publishers interested in learning more about the Premium Content Ad Network should contact Ron-dot-Waksman at Alacra-dot-com or visit here.
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