Performancing has launched an ad network for blogs called Performancing Partners and they’re taking beta invites now. The details are still not totally clear yet, but Nick Wilson says they will be combining images and text, as well as flat pricing based on a CPM and CPA pricing. In true Performancing style, they’ll also be making the community a big part of the project and inviting advertisers and publishers into the conversations.
I don’t want to knock Performancing because I like what they do and I commend them for helping publishers and working on ways to generate revenue for themselves. However, something that I’ve wanted to comment on for a while is how overwhelming the choices are for publishers right now.
There are a lot of options for generating revenue for a website, which one will be the best? Which ones do you spend your time trying? They all have some unique advertisers, but it’s hard to manage relationships with numerous different networks. Performancing is giving publishers yet another option. Will it work better for their site than Adsense? YPN? BlogAds? Adbrite? Text Link Ads? Valueclick? Right Media?
It sounds like they are adding some unique features and embracing the community is great, but it will need to generate publishers revenue to make it worthwhile. Hopefully that will happen for them.
A strategy that I think would be wise for small/new networks such as this, is to leverage the power of an exchange that has advertisers, publishers, and ad serving technology in place, and build on top of that with your special and unique services and offerings. It’s easier when you already have advertiser or publisher scale, and don’t have to worry about doing things like customizing phpAdsNew or some other ad server.
Either way, Performancing is a great group, and I hope they do well.