Technorati Media Launches Their AdEngage Product. Just a Poor Advertising Network
Technorati Media has finally launched their Engage (advertising marketplace product) live. Previously this new tool was in Alpha stage and only certain people could use the product. This all happened because Technorati purchased AdEngage.
Since purchasing AdEngage and launching Technorati Media I think Technorati has really lost sight of what their core business model is!
Technorati was a blog search engine that doesnt currently have really market share and presence and their product offering seems to be going down hill by the day. To compensate for this they purchased AdEngage and launched Technorati Media, which is just an ad network.
Looking at the current results from this ad network which has been in operation for several months, seem to be very poor. They are selling advertising for blogs such as The Inquisitr and Profy. The results seem to be as follows, for CPM advertising they are offering a decent CPM rate in between $1.00 – $2.00, but ads are currently only for the USA market and even then their fill rates arent 100%. For all other countries they suggest to use Google Adsense, which is fine, but unless you have a huge amount of USA traffic then this isnt really worth the effort, because what you make on USA revenues you lose on Google revenues elsewhere. In terms of selling sponsorships they also seem to be terrible, with The Inquisitr having 2 125×125 ad slots in the sidebar in which they havent even been able to sell 1 for a few months.
This is all about Technorati realising they dont have a search engine product that is any good, so they are looking for additional revenues streams which will help them eventually sell the company. Is that the way it is or am I wrong?
3 Comments
I don’t really see the irony in speaking about Technorati Media as “just an ad network”. What’s wrong in running an ad network, really? And in my experience working with Technorati they are a pretty good in the industry and I have not found any better alternatives for Profy.
Besides, your sources are not particularly correct with their information: they have quite a number of campaigns with international targeting and both the fill rate and the CPM rates are constantly improving. Of course they do not cover 100% of impressions but it will be very interesting to see an ad network that does.
Why do I have a feeling that a disclosure is needed for this post?
To be quite sincere I used adengage and I had a few small problems with them but in the end all went well.