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PayPerPost Even More Transparent (& Obnoxious)




PayPerPost logoPayPerPost launches it new “Disclosure Badges” today—what they consider to be a “new standard for Word-of-Mouth (WOM) transparency.” The badges are small graphics to appear in the paid posts.

The badges are designed to enable “readers to not only see who is sponsoring the content, but also to benefit from links and other information provided by the sponsor,” according to the press release. The Disclosure Badges accomplish this through an ad unit called a BubbleAd, which is optional to sponsors.

Hover your mouse over the BubbleAd and it opens up into a “thought bubble” with details on the post’s sponsors and products. Sponsors can customize their BubbleAds to include images, text and links. PayPerPost didn’t say how long you have to hover before the ad appears. I’m thinking Snap Preview meets advertising I probably didn’t want to see in the first place.

Ted Murphy, CEO of PPP, says of the new badges:

When PayPerPost made waves last December by announcing mandatory disclosure for its Consumer Content Creators, many thought the issue was closed. Our feeling, however, was that the system could always be improved. We’re excited by in-post Disclosure Badges because they add value to the concept of transparency — providing all parties a greater level of comfort.

One smart move by PPP: the badges can be “color-coordinated” to bloggers’ sites. At least they won’t be alienating any design-conscious bloggers over the color.

As part of PPP’s Beta 3 rollout this week, this new “feature” comes just two months after PPP began requiring bloggers to publish full disclosure policies site-wide. Other features of the new release include segmentation (and therefore pricing) based on blogger quality, improved video support and a new press release feature.

PayPerPost says they’ll be measuring feedback on the Disclosure Badges and BubbleAds from their bloggers and the general public to improve the technology for everyone.

  • http://www.marketingpilgrim.com Andy Beal

    Well, you have to give them credit for thinking out of the box. They’ve taken the need to display a disclaimer and turned it into another ad platform for the benefiting company.

    I’m still on the fence with PPP. This doesn’t tip me either way, but I recognize that it’s a smart idea for them.