The news isn’t based on an official announcement, but on insider information—you know, “sources.” TechCrunch doesn’t have much in the way of details in these early stages, but they do say:
Technorati will certainly be competing head to head with FM, although sources say they’ll focus on the long tail of the market as well (FM only takes larger sites). The network will be a self-serve exchange for bloggers (and other publishers) as well as advertisers. Ad units will include both display and text ads, and will allow units to be charged on both a CPM and CPC basis. This self-service model looks a lot more like Adbrite than Glam or FM.
Technorati tags, which are very often used to describe blog posts with keywords selected by the author, would also be a natural way for Technorati to target advertising more effectively.
I like the idea of actually making Technorati tags useful.
Technorati seems to have been diminishing in popularity—and, IMO, usefulness—for some time now. Would this be enough to turn their fortunes around?