Posted March 3, 2008 4:12 pm by with 14 comments

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TechCrunch reported on Friday that blogging social site Technorati is planning an ad network for bloggers.

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?

  • PS3

    I’m a relatively inexperience blogger and would like to pick up on the comment “I like the idea of actually making Technorati tags useful”.

    Are they not useful in their current format?

    If the ad network does go ahead as suggested, what are the chances of Technorati offering free vouchers to kick off the ads, like Google and Yahoo. I would certainly give it a go if they do.

  • Jordan McCollum

    I don’t find them useful; I’ve never used them as a reader and rarely see referrals from them as a blogger. But I’d love to hear other opinions on them.

  • I am Blogger, but i don´t use Technorati as a reader.

  • Hey Jordan,

    I’m a little bothered by the advertising application of Techorati tags. Most bloggers use them as context for their posts. If you want more information about X topic, click here and relevant links will show up.

    If they are sponsored links, in my opinion, that bastardizes the contextual application. Am I crazy? Just a thought.

  • Will be interesting to see how this develops. People using specific tags to get the highest paying ads is a possibility but I am sure they will have figured this out themselves.

  • I think this is a very smart move by Technorati. It is sure to produce some strong revenues.

  • Jordan I’ve only used Technorati for the stats. I can easily see how offering ads would make them more interesting to bloggers.

    I do get referrals from them. Not a lot and most often shortly or immediately after publishing a post. Can’t say I’d notice if those referrals stopped, but I do see Technorati in my server logs

  • This should be something that should get people back to technorati. I had almost stopped using it since some time.

  • Zen

    Let’s hope they hit it off! I’ve been banned from AdSense and can’t find an effective way for monetizing my non-english blog. I’ll keep my fingers crossed.

  • I agree, Nicole. I can’t remember the last time I used Technorati for much of anything. I’m very curious to see how this works out. I always cringe when I hear the word “exchange” in relation to an ad network, but given Technorati’s reputation, I’ll definitely be checking it out.

  • I don’t use them for anything, and don’t see this as a way to improve things.

  • I think this is exactly what technorati needs to turn them around. After they got pulled from wordpress they have taken a big hit. This will get the buzz going again and they will get their spotlight back!


  • technorati tags are useless to me as a blogger and a reader.

    although the idea of them using it for serving ads seems to make sense.

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