Advertisers select keywords that populate ads with relevant content.
Buzzlogic is unveiling a series of new display ad units that feature content pulled dynamically from around the Web, letting advertisers play a role in connecting consumers to the information they are looking for.
The new ads, called BuzzRoll, allow advertisers to select keywords that will pull in relevant content from across the Web. Links to that content scroll across the ad unit, where readers can click on them or opt to share them through Twitter, Facebook or other social media. Advertisers can choose to include live links that are found automatically or to feature only pre-approved links. The units can also host video and Facebook applications through Facebook's APIs.
The idea is to let advertisers integrate more closely with the content they are advertising against. For example, if Country Music Television - one of the launch clients for BuzzRoll - wanted to associate itself with Toby Keith, it could place an ad on a blog about Toby Keith that dynamically pulls in other content about the artist from around the Web.
Buzzlogic, which was founded in 2005, operates a blog-centric ad network that is designed to connect major advertisers with small niche publishers who are often unable to attract them on their own. In January, it hired former Google executive Peter O'Sullivan to help build its national ad sales business and promote its network to advertisers.
"What BuzzRoll does is allow us not only to activate on these channels," said CTO John Donahue, "it incorporates content from other providers. it works to incorporate content people are already consuming in a targeted media buy."
Microsoft joins CMT as one of the launch clients for BuzzRoll. The units have been in beta testing for six months.
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Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
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