"OpenWeb specializes in building, moderating and monetizing website comment sections and email newsletters. It places ad inventory inside emails and comment threads, sells that inventory through its SSP and shares the revenue with publishers. Publishers can also hire OpenWeb to drive community engagement under a SaaS model, a revenue-sharing model or a combination of both. While publishers are aware of the monetization potential of newsletters, comment sections remain an untapped gold mine of intent-based data, according to Andresen."
"OpenWeb added Andresen as part of its push to expand in the US market, beyond its traditional focus on the UK and France. It's spinning up a direct sales team with Andresen at the helm. It also launched Community Exchange, an ad targeting platform powered by anonymized discussion data sourced from more than 100 million logged-in users who comment on posts across its network. OpenWeb gets access to this data from a tracking pixel integrated into partner sites."
OpenWeb builds, moderates, and monetizes website comment sections and email newsletters. The company places ad inventory inside emails and comment threads, sells that inventory through its SSP, and shares revenue with publishers. Publishers can hire OpenWeb for community engagement via SaaS, revenue-sharing, or both. Comment sections provide intent-based first-party data valuable to advertisers, though brand safety concerns exist. OpenWeb is expanding in the U.S., assembling a direct sales team and launching Community Exchange, an ad-targeting platform leveraging anonymized discussion data from over 100 million logged-in commenters via a tracking pixel integrated with partner sites.
Read at AdExchanger
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