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AdRoll & The Power In Blog Numbers

Posted on 4.15.2008

Adroll rolled out of private beta this week. The solution aims to level the playing field for bloggers looking to generate advertising revenue. The model is quite unique in that those who join the program set their minimum price (which acts as a psuedo-reserve). Advertisers in turn bid for that inventory - when the price is higher than waht the blog can get from a program such as Asense, AdRoll swaps in one of its ads in the same spot if it can beat the Adsense price (after it's 30% cut mind you). Where AdRoll is really fascinating is that blogs can join communities of other blogs. By teaming up with others of similar readerships, publisher/affiliates can expect a higher CPM. There are currently 100+ "communities" and blogs within those communities receive an 80/20 revenue split as opposed to the 70/30 split if they go it alone. Advertisers looking to tap into smaller niche blogs should be exicited by the possibilities.

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