WordPress.com Will Soon Allow Ad Support For Millions Of Users

Federated Media Publishing

Federated Media PublishingAutomattic, the parent company of the WordPress platform and WordPress.com announced on Wednesday that they have teamed up with ad professionals Federated Media to provide ad placement on users blogs.

The announcement was made at Web 2.0 Summit in San Francisco and according to both company’s the program will allow brands and advertisers to target participating WordPress.com site owners to reach relevant audiences based on relevant site content.

Speaking about the partnership Federated Media CEO Deanna Brown said the new system is built on “relevance of scale” since an advertiser can choose to work with several thousand or several million websites all at one time.  [Read more…]

BingTweets Marries Twitter and Bing

bingtweets.jpgI’m a bit surprised to see BingTweets, a marriage between Twitter and Microsoft’s search engine Bing, courtesy of Federated Media and Microsoft themselves. Why? This from the Bing blog:

How does partnering with Twitter make Bing a more effective decision engine? Many people share their thoughts on Twitter, and search engines don’t currently do a great job of capturing that real-time content. We designed Bing to help you make faster, more informed decisions, and, since people often turn to real-time content to help them make decisions, BingTweets was a logical next step.

Federated Media has a post up on it as well, not adding too much. I fail to be wowed by this though, it lacks the fine-tuning of projects like ExecTweets for example. This is just a ticker, some trending topics, and the option to search Bing and Twitter at the same time.

TechCrunch Leaves Federated Media

Ad network Federated Media is losing one of its bigger clients, the TechCrunch network. Michael Arrington announced it on TechCrunch, of course, and explained the decision with the fact that they have been selling direct ads for some time already, and want to move on in that direction.

We’d like to acknowledge Federated Media for the contributing role they’ve played to help TechCrunch get to where it is today. Notwithstanding our differences of opinion about the role of conversational marketing, we part friends. Unlike others, we’re not leaving to move to competitive selling networks, we’re just leaving to chart our own course.

There’s been some noise around the TechCrunch-FM relationship over the years, Arrington not being the most subtle guy and probably rightly so when it comes to handling Federated Media, but the two parties are apparently splitting up on good terms, which the FM Blog post confirms.

What does this mean for Federated Media? It’s a loss, of course, but it won’t get them on their hands and knees. Not unless they are already there, given the financial situation the world is in.

Twitter Partners Launches: The Hidden Twitter Business Model


Twitter PartnersTwitter Partners is a company focusing on helping other companies utilize Twitter, as in doing PR and utilizing the platform. There are several companies that offer Twitter consultation, but as the name implies, Twitter Partners has got Twitter endorsing it. This means Twitter Partners should be able to build pretty cool applications and solutions for Twitter usage, since the fact that Twitter is backing the company should mean that they can have an ongoing dialogue with the developers. If nothing else, Twitter Partners are bound to get a nice flow of new clients – they already scored a couple of heavy names in Europe – because of this relationship. [Read more…]

NCAA Forces Rebranding Of March Madness Twitter Site

When I learned about the MarchTweetness site, a Twitter powered thingy much like ExecTweets but focusing on NCAA March Madness basketball, using Twitter to cheer on your teams, I really wanted to see it. Well, I never could, and now we know why. NCAA made Federated Media, responsible for the site, take it down, due to trademark infringement. Ouch. Nothing about that in the FM blog post though, they’re blaming it on technical difficulties. Fine, in a way I guess it was!

Well, basketball fans can check it out now, under the new name of TitleTweets. Still sponsored by AT&T. This may not be Twitter’s business model, but it sure is an interesting one for ad agencies like Federated Media.

ExecTweets Is Not The Twitter Revenue Model


ExecTweetsI’m surprised to see all these posts about ExecTweet and how Twitter found its revenue model. ExecTweet is Twitter spinoff site that just displays tweets from select executives, making it easier to track the big shots on Twitter if you’re a corporate buff. It is published by ad firm Federated Media, and sponsored by Microsoft. [Read more…]

Federated Media Slashes Rates for the Holiday Season

It seems Federated Media really want to sell their ad stock this holiday season, because they’re slashing their rates to $5 CPM. This according to an email published in whole by Valleywag. Naturally, they take the snarky approach, and although it is a bit uncommon to slash the rates in the busiest period of the year, I wouldn’t say it is such a big deal really. Everyone’s feeling the recession, and it might be a good idea to make sure that you minimize the damage.

That being said, it is also a sure sign that online publishers aren’t immune to the current financial situation. Some try to make it sound like the internet will be hit last, while it really is a case of perhaps not taking the big hit, but at least joining the rest of the ad media in a downward slope at the moment.

New York Times features Dooce in story about online advertising

The August 13th edition of The New York Times featured a story about Heather Armstrong, aka Dooce, and online advertising:

J. C. Penney and Crate & Barrel sell their furniture and offer decorating tips next to posts on Ms. Armstrong’s conversations with her 4-year-old daughter, Leta. Walgreens promotes its photo printing services next to pictures of the family dog. And the W Hotel chain of Starwood brags about its Internet-friendly rooms on the Dooce (pronounced deuce) home page.

These advertisers are eager to influence the 850,000 readers, mostly women, who avidly follow Ms. Armstrong’s adventures. Although Ms. Armstrong will not disclose exact numbers, Dooce’s revenue this year is on track to be seven times its size in 2006, according to Federated Media, which sells ads for the blog.

The article goes on to discuss online advertising trends, particularly advertising that is geared towards women – a significant growth area over the last few years.

Federated Media, Dooce’s advertising network, has a few additional details on their blog.