Affinia, which until now has helped Web sites set up virtual storefronts offering products from major e-tailers, Monday kicked off its latest effort — an advertising network that lets e-tailers place products in context on vertical content sites.
The network, for which Affinia is beginning to collect sites, will be made up of properties that get over 250,000 impressions a month. Site owners will be paid on a CPM basis, earning at least a $2 CPM, and more if performance is good.
Advertisers, on the other hand, will pay Affinia on a per-click basis, with the fee varying from deal to deal. The company has a technology to track the clicks, and determine which users actually go through to a transaction. Using that information, Affinia will be able to optimize the product ad placement.
The idea is to present a beyond-the-banner (and complementary to the banner) opportunity for e-tailers to reach advertisers. The ad is about the same size as a banner, but is more vertical than horizontal. Because of the large number of products offered by any given e-tailer, Affinia has more opportunities to tailor the placement pretty tightly to the content it’s being presented with.
“Our hope is to create a new breed of ad network that is really optimized to sell stuff,” said Hagerman. “The more relevant the product placements are, the more they feel like content.”
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