Marchex`s Adhere is Here Ad Last - Adhere
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So what exactly is Marchex offering with this Adhere product? Well, for the advertiser, there are many of the opportunities I have already discussed. But specifically, they offer pay-per-click and display ads to go alongside category leading Web publishers. Pay-per-click ads are offered through “site-specific” targeting in which advertisers bid for placement on premium websites. First, they select the site and categories related to their service, then they set multiple bids for what they're willing to pay per buyer click-through. Their ad is then placed based on their bid and ad relevancy.
Display ads are placed on category leading websites on a CPM basis. CPM (cost per mille) is a measurement used in advertising. In Latin, “mille” means thousand, thus, CPM stands for cost per thousand. In this case, advertising is purchased based on what it costs to show the ad on one thousand page views. First, advertisers choose topic categories and ad unit sizes related to their service, then they enter CPM bids for each ad unit under a category. Their ad is then displayed based on the bid (highest bidder is shown).
As for publishers, they can charge a premium for their audience and content. Ads are only placed in targeted content areas on their site and they control what ads appear on their site, once the advertisers go through the ad buying process. Publishers can choose from pay-per-click ads and display ads. Premium publishers have the ability to develop their own pay-per-click marketplace program where they can set categories and minimum bids for advertisers.
And who are these premium publishers? Marchex already had partnerships with BusinessWeek Online, Bankrate.com, and Kiplinger.com before the launch of Adhere. And now they've announced new partnerships with IDG (publishers of PC World, CIO magazine, and MacWorld), Ziff Davis Enterprise, and Banks.com, among others. Simply put, Adhere unites the pay-per-click search engine, Enhance Interactive, with the ad network, Industry Brains to provide a single source for advertisers to reach the local market. It will be competing head to head with Google's AdSense; the question is, can they pull it off?
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