Affinia, which until now has helped
Web sites set up virtual storefronts offering products from major
e-tailers, Monday kicked off its latest effort — an advertising network
that lets e-tailers place products in context on vertical content sites.
The network, for which Affinia is beginning to collect sites, will be made
up of properties that get over 250,000 impressions a month. Site owners
will be paid on a CPM basis, earning at least a $2 CPM, and more if
performance is good.
Advertisers, on the other hand, will pay Affinia on a per-click basis, with
the fee varying from deal to deal. The company has a technology to track
the clicks, and determine which users actually go through to a transaction.
Using that information, Affinia will be able to optimize the product ad
The idea is to present a beyond-the-banner (and complementary to the
banner) opportunity for e-tailers to reach advertisers. The ad is about the
same size as a banner, but is more vertical than horizontal. Because of the
large number of products offered by any given e-tailer, Affinia has more
opportunities to tailor the placement pretty tightly to the content it’s
being presented with.
“Our hope is to create a new breed of ad network that is really optimized
to sell stuff,” said Hagerman. “The more relevant the product placements
are, the more they feel like content.”