Encouraged by platform success, Digg will launch ad network

Written on
Oct 14, 2009 
Gavin Dunaway  |

digg_small.jpgADOTAS – Impressed with the early results of its unique ad platform launched in June, Digg announced it will build an ad network off its Digg Ads system to be released next year, according to ClickZ.

The platform allows users to “Digg” ads similar to Digg’s editorial content, only when someone Diggs an ad, the advertiser doesn’t have to pay as much. On the other side, when an ad is unpopular it is “buried” and theoretically the advertiser is priced out of the system. Twenty-four marketers have tuned into the program and several of those brands have seen click-through rates above 2%.

Amazon witnessed a better-than 3% CTR when advertising full-season TV downloads while Toyota scored a 2.4% CTR with a redirect to a page sponsored by Prius.

With these positive results, Digg plans to syndicate the Digg Ads system to numerous publisher partners. In building a network, Digg first hopes to represent standard ad inventory on partner sites before becoming an integrated platform for partners.

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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