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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

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.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...