Broadband Enterprises has plans in the works to create an online marketplace so advertisers and publishers can buy and sell ads that are relevant to the published content.
The effort called VComm, will work a lot like Google Adsense does for text, something the industry has been looking for to ensure their ads are placed with video that is relevant the viewers. Broadband Enterprises executives also said it will provide more opportunity for publishers to monetize their video and text content.
Broadband Enterprises COO Bryon Evje said, “We believe a marketplace will alleviate some of the execution and implementation issues that are currently holding back the online video industry.”
The immediate strength of this is it will help take away some of the manual labor that is used a lot in placing ads beside video content. At the same time, similar to Adsense, it could cause a number of irrelevant ads to appear too.
All an Internet publisher needs to do is put a small, simple piece of code on the pages of their Web site, which will then scan the Web site's content. From there it simply serves up the most relevant ad based on the content scan.
This is a good step forward. It will probably still involve some manual entries, but should help put content and ads together on a much more efficient basis.
Testing out the product will be some major industry players, as Staples (SPLS)representative Beyond Interactive will partipate, as well as Nissan rep OMD.
VComm will be powered by the ad serving product VINDICO, which Broadband Enterprises recently released.
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