Publishers rolling out 'shoppable' ads using Bringhub
We've seen 'shoppable' ads on platforms such as Facebook, Twitter and Google for a while - and now publishers want in. Here's a low down on the tool they're using.
We’ve seen ‘shoppable’ ads on platforms such as Facebook, Twitter and Google for a while – and now publishers want in. Here’s a low down on the tool they’re using.
The Huffington Post
The Huffington Post is the latest to join the ecommerce game, rolling out “shoppable ads” that feature content which can be purchased directly through a pop-up shopping cart, appearing as banners as well as native sponsored content.
The ads created using Bringhub technology. Publishers embed a “smart widget” into the header and footer of a webpage which scans every URL on the page, looking for product matches in its database. When items match, the smart widget will trigger Bringhub’s shopping cart to slide out.
How much does it cost?
Not a penny! The company operates on a revenue sharing arrangement with retailers, which include Amazon, Crate & Barrel, Nordstrom, H&M, Bloomingdales, Neiman Marcus, Net-a-Porter, REI, Saks Fifth Avenue, Sephora, Topshop, Zara, and Zappos.
What’s the wider impact?
“More than a just a buy button, Bringhub offers a shopping cart for the entire Web”, writes Ruth Reader for VentureBeat. She’s right: It’s extended e-commerce, making products more buyable than ever. See something on a blog or website, and a consumer can buy it with the click of a button.
