Fusion Media: If You Make a Good Ad, We’ll Give You Bonus Ad Space
Many publishers believe consumers would pay more attention to online ads if they were just better. Now Fusion Media Group is acting on that sentiment: It is trying out a new system that rewards advertisers that make the most engaging ads by giving them bonus impressions.
The Univision-owned digital media company, whose 12 sites include Gizmodo, The Onion and Jezebel, is implementing the new approach by licensing advertising technology from ad tech firm Performance Pricing LLC. The technology, called Impressions Per Connection, gauges the quality of ads by monitoring the number of user clicks and mouse-overs.
Bonuses are doled out on a sliding scale: The ads with the highest engagement rates get higher bonuses, which are capped at 20% of the total impressions purchased. The benefits for Fusion Media, theoretically: happier readers, happier advertisers and an added incentive to help close deals.