140 Proof, a technology that places ads on the top of streams across web, smartphone and tablet apps used to access Twitter, Facebook and other social networks, has launched a new offering that allows premium media brands to directly monetize their content without having to work through Twitter of 140 Proof.
Premium media brands have used social networks to expand their digital presence beyond their owned and operated properties. For example, ESPN properties have over 30 million combined followers on Twitter – rivaling the monthly audience of visitors to ESPN.com. But while social advertising platforms like 140 Proof, Facebook, and Twitter are monetizing branded media content and social audiences at the point of consumption, media companies have not been able to do the same.
With 140 Proof Platform, premium media brands can now monetize their content and audience in social feeds, sites and apps, in addition to their traditional “owned and operated” properties and advertising inventory. Using 140 Proof Platform, digital publishers will also be able to better target ad offerings on their own sites and apps with rich social data and native social ad units.
140 Proof Platform enables digital publishers to monetize their social content and audiences in the following ways:
1) Social Audience Extensions: Media brands can offer social ad and audience extensions off-site to their existing advertisers – targeted and delivered via 140 Proof Platform.
2) Native Social Ad Units: Media brands can integrate 140 Proof native social ads on their own properties, anywhere there is a curated stream of tweets, updates, pins, or other social posts. IAB standard and Rich Media units are also supported. All 140 Proof-served advertising is highly targeted based on the company’s Interest Graph Targeting™ technology.
3) Interest Graph Targeting: Publishers can also use 140 Proof’s Interest Graph Targeting to enhance their own social advertising offerings and site-served display campaigns.
Atlantic Media Company is using 140 Proof Platform to create new ad inventory and product. Working with 140 Proof, Atlantic Media Company, includingThe Atlantic, Quartz, National Journal, Government Executive and Think Custom Media, will now be able to target and deliver ads to followers and fans of its brands, titles, and journalists across the social sites and apps where their content is discovered and shared.
Atlantic Media Company will also have the ability to use 140 Proof Platform to reach social audiences with similar interests to their own followers – for example The Atlantic could customize their social audience to include followers of @Gates Foundation, the keyword “sustainability”, and #Earth Day to support a given advertiser or campaign.
