Home  › Social › Social Media
rotten-logo

Rotten Tomatoes Exec: Facebook's Instant Personalization to Bolster Ads

  |  September 20, 2010   |  Comments

Movie review site expects program will improve delivery of targeted ads and enable social-based paid placements.

Rotten Tomatoes says that becoming Facebook's fourth Instant Personalization partner will help bolster the content site's ability to serve targeted ads. The program - which plugs websites directly into Facebook's publically set user ID data for first-time and repeat visitors - will also enable Rotten Tomatoes' to target social-based paid placements, Joe Greenstein, co-founder of the movie site's parent company Flixster, told ClickZ on Friday.

Facebook on Friday unveiled Rotten Tomatoes as its newest partner for Instant Personalization. The program was announced in April with launch partners Yelp, Pandora, and Microsoft's Docs.com as part of the Palo Alto, CA-based site's new social graph. Many industry watchers believe that the insights-rich data stream it provides partner sites could be a boon to display ad click-through rates.

rotten-logoFor example, Greenstein said the data will let his site better target ads to comedy aficionados. He said Web viewers who hit the Like button for comedy movies on either Facebook.com, RottenTomatoes.com, or any other site will be served ads based on that shown preference.

The data from Facebook will be combined with Rotten Tomatoes' data within the site's ad-serving system, Greenstein said. He said that his site's user data - stored by IP addresses and registered user accounts - dwarfs the Facebook profile data his company will have access to at the partnership's onset. Though, the Rotten Tomatoes co-founder said the two data sources could prove to be a powerful combo - especially in jumpstarting relationships with new visitors. And, Greenstein suggested that Instant Personalization would also help his firm's ad sales.

"We might have a marketer who wants to advertise in our comedy channel," he explained. "We have an algorithm for locating people [who] have consistently liked comedy movies in the past. And we would target ads to that group of users."

Finally, when asked whether or not Instant Personalization could cause a reader backlash, Greenstein replied: "I really don't think so. What we see is that our users enjoy the social experience and a vast, vast majority of them want to connect with friends and see what they have to say about a movie….[And],we are a movies site. We are not exposing people's health records or credit cards. We are not exactly messing with the most sensitive data on the Web."

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...