Global online advertising network Oridian Online Media Solutions, Ltd. today announced an agreement with Lookery, LLC, a provider of social network-based demographic marketing services. The two companies will supply services and applications that enable international advertisers to target US-based publishers operating in the burgeoning world of social networks, by monetizing social network applications.
Social network applications are small programs that users download and run on their profiles. The applications perform specific functions, such as games, news tickers, clocks, calendars, dictionaries and weather, movie, TV and sports fan interfaces.
Lookery provides a service in which social networks contribute basic and anonymous profile information and are paid when it is used for real-time ad targeting. In July 2007, Lookery launched a display-advertising network for Facebook applications (FB apps), called Lookery for Facebook, to serve people wanting to buy and/or publish traditional marketing campaigns using FB apps.
Oridian is an international ad network that targets the non-US market, selling in 40 countries around the world, and reaching at least 20% of online users in all major European countries. Oridian monetizes foreign online traffic from North America, bridging between advertisers and publishers around the world to bring international advertisers to North American publishers, and quality global media to advertisers overall.
Oridian CEO Jacob Nizri said today, “Almost all the online communities making serious headway in foreign markets are dot.coms and our partnership with Lookery allows us to harness the data-gathering power of social network applications to bring foreign advertisers to US publishers. In turn, our global presence enables US publishers to reach the international market at the lowest industry cost.
Lookery CEO Scott Rafer added, “We’re fixing the basic economic problem that social networks face: great user profiling but unpredictable ad inventory. We’re determined to bring global advertisers to our publishers as they develop apps that cross all borders during the holiday season letting social networkers share the holiday spirit by decorating Christmas trees, lighting Menorahs, or counting the days down to the New Year and this partnership is the way to do it.”
Oridian has access to over 180 million monthly users worldwide, of which 40 million are in North America and 87 million are in Europe. Oridian maintains international headquarters and a development center in Israel and sales offices in North America, Latin America, Argentina, France, Germany and the UK.
Lookery is building an ad network for Facebook applications that will run on many social networks. Lookery makes it safe and easy for social networks to distribute their data as targeting information outside their web sites, in order to make money in partnership with web sites that have great inventory but little or no user targeting information.
Published by Globes [online], Israel business news - www.globes-online.com - on November 26, 2007
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