A hybrid content feature and advertising unit built by Seevast adds value to a series of niche ad networks under a new label called SyndiGO.
The first two SyndiGO networks went into soft launch with MSNBC.com. The site will act as the lead publisher for a niche vertical network focused on politics, and another network will cover topics related to the "Today Show" demographic. Seevast is responsible for adding sites to the network, while MSNBC will sell all ad inventory.
Ads are distributed on the network through a syndicated widget Seevast calls a story box. It contains MSNBC branding, links to the top stories in the network's category or a video thumbnail, and the ad unit. Publisher sites running the story box unit gain brand affiliation, and SEO, said Lance Podell, CEO of Seevast.
They may also benefit from the constant update of content through RSS feeds within the story window. "In theory when the blogger goes to sleep, all our headlines are new," said Jaan James, SVP of business development at Seevast.
Sites in the politics niche include Political Wire, the Moderate Voice, Right Pundits, Big Head DC, Seeing the Forrest, and Outside the Beltway. The "Today Show" network includes Celebrity Right Pundits, In Case You Didn't Know, Families Online Magazine, the Decorating Diva, Faded Youth Blog, and Allie is Wired.
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