Making Money from Content

Banner ads are becoming smarter. Google has released a new display offering that can adjust the content of a banner ad to dynamically better fit its surroundings.

The customer example used was Ford. Using the Google Content Network, Ford can make one central media buy and the content delivered is altered given the context of website it’s being served on.

The example used was: if the Ford ad triggers on a site that discusses green issues, a banner highlighting Ford’s hybrid vehicles would trigger. Whereas, a technology site discussing the latest gadgets would show a clip from Ford at CES, etc.

The head of the Google Content Network:

“This marries the science of search with the art of display…the ads are very dynamic, and there’s an indefinite number of ads that will get served.”

Another step on the road towards ads with intelligence – in this case with the relevance baked into the network side, and not the consumer side, with both angles being good news for advertisers and consumers.

Wow! Imagine you have a popular online platform with millions of users (under 10 million), with no defined business model, brown-outs, staff turnover and questionable mainstream adoption and you still get $15 Million second round funding with an $80 Million valuation.

It seems that the dotcom era is back and rather healthy. As people start moving out of resources and juniors start to take on a shine, the future could be very bright for Intertainment, especially with the upcoming launch of Itibiti. Once you have a chance to read the article below from PaidContent.org, take a few minutes and look at our itibiti pages on the blog. Better yet, take the tour of itibiti at www.intertainmentmedia.com/itibiti/presentation.html

Twitter Gets $15 Million Second Round; $80 Million Valuation: Report
By Joseph Weisenthal – Thu 22 May 2008

Given the obsession with all things Twitter, this has been one of the most anticipated and hotly discussed fundings in a while: Om reports that after much jostling, the micro-blogging/messaging company has nailed down a $15 million second round, bringing its total raise to around $20 million. The pre-money valuation is said to be $80 million. Past backer USV participated as well as an unspecified lead investor.

Pretty much every discussion about Twitter has to revolve around (at least) one of three things: reliability, mainstream adoption and business model. The new round comes amidst a particularly bad stretch at the company, which has been suffering blackouts on a daily basis as of late. While there’s hope that the new funding could help solve some of these woes, it’s not clear that the problem is something that will just go away with more money thrown at it. A recent post on the company’s blog basically states that the crux of the problem is unknown. As it wrestles with this issue the company has had some turnover among its key engineers. Still, it’s not obvious what long-term effects Twitter’s downtime will have on the company. Faithful customers are obviously frustrated by it, but not necessarily to the point where they’ll stop using it. Growth, meanwhile, has been off the chart.

Of course the business model remains a bit of a mystery, and perhaps more than anything, this new round is about buying the company time to figure that out without resorting to something cheap and obvious like banner ads across the site.

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