I had a call with a representative this week who is working to recruit sites Fox Interactive Media’s new ad network – Fox Audience Network. The unique aspect of the ad network is that they are using the demographic and profile information that they collect via Myspace (a Fox Interactive Media Property) and using their hyper-targeting algorithm to target ads on other websites. Therefore, if I my profile information on Myspace allows them to segment into one of the 500+ hyper targeting segments, they can target ads to my interest across any site in the Fox Audience Network.

Overall, I like the targeting concept, and I was very impressed with the system by the end of the call. The only thing that I did not like about the system was that the rep said we could not use it to only show ads if the user hit one of the hyper targeted (higher CPM) ads. The rep said that if we showed the networks ad code to a user that did not match any hyper targeted segments, the user would be shown “brand” ads. I really would like to be able to leverage the system to show premium priced hyper targeted ads when possible, and then use my other ad partners to fill my remaining inventory. Hopefully, the system will grow to include this feature. It will be interesting to see if Facebook launches a similar ad network product. I have a feeling that Facebook has even more meaningful and accurate data on their userbase than Myspace. The network is up and running now, and I would be very interested to hear about any initial success stories.

People that Interested Me at Ad-Tech

Lotame – This company was by far the most interesting one that I talked to. Lotame provides a system that monitors activity on social network participants and then uses that data to serve ads to the users throughout their network of partners. For example, if I write a post a blog post about snowboards on one of their network partners, they record in my profile that I am interested in snowboarding.  They go out to snowboard companies and pitch them a community of users that are actively interested in snowboards. When I visit the site where I made the post or another site in their network, they will show me ads bout snowboards. Of course, these ads sell at very premium rates. They didn’t disclose their partner sites, but it is well known that they work with Multiply.com and some other big social networks. My only questions/concern with them is how big these interest groups can be. How many people do they have in their database that have actively expressed an interest in snowboards? It seems like they will need a ton of partners/data to really scale.  I will definitely be keeping my eye on them.

Prospectiv – I talk with a lot of people that want to get on the registration paths of sites that I work with. Although I haven’t been able to work with Prospectiv yet, I have always been impressed with their offerings. Prospectiv specializes in high quality co-reg offers. They are owned by the same company as Eversave, so they have access to offers from big brands that will not detract from the value of your site. I hope to work with them soon.

Shady Affiliate Companies – I am always amazed at how many companies there are that focus on what I consider to be shady affiliate areas such as work from home business opportunities, cash advance, and other grey areas. Who are the consumers generating the leads that keep these guys in business?