Politico.com launches ad and content-distribution network
By Alisa Zykova, Tuesday 9 September 2008 at 18:20 :: Circulaton & Distribution :: #2249 :: rss
Politico.com announced the launch of an advertising and content distribution network that includes 40 “handpicked” sites that range from local news to independent political news outlets, according to Media Week.
“What we are doing here is very different than other ad networks,” said Roy Schwartz, Vice President of business development at Politico. “We’re going after very large sites, but what they don’t necessarily do is concentrate on politics. This is very unique.”
The Politico Network features newspapers, such as The Atlanta Journal-Constitution, The Philadelphia Inquirer, The Denver Post and the Cleveland Plain Dealer Web, as well as local TV station sites and “smaller” news aggregators such as Breitbart.com.
Network partners not only contain Politico content in their politics-oriented sections, but also ads vended by Politico’s sales team such that revenue is divided amongst the two companies.
“Politico executives say the new network will be sold to advertisers as a means to reach high income, highly influential males on the Web in an environment other than business and sports. While individual partners will have the option to sell their own ads alongside the Politico content, the thinking is that Politico’s team will be able to reel in more high end national brands.” writes Media Week.
The network’s participants will also have access to political coverage. Its audience surged to more than seven million during the reporting of the U.S. national political conventions.
Politico has increased its staff count to 100, according to Media Week.
Adify, which offers ad network services to nearly 140 vertical networks, fueled the business venture.
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