Sphinn - Digg’s New Ad Provider? Microsoft

21
Sphinn It!

Posted By: chriswinfield 709 days ago
Topic Type: News Story (Jump to http://www.10e20.com)
Category: Social Media

Out with the Google in with the M$. Kevin Rose just made a pre-announcement that they signed a deal with Microsoft and they will be serving ads on Digg from now on (in a similar deal to Microsoft/Facebook)...

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from CameronOlthuis 709 days ago #

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does the also mean that FM (federated media) has been replaced?

I also think this will piss off a huge chunk of their member base as most of them are the anti-ms

from rustybrick 709 days ago #

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Here flows the anti Microsoft comments at http://digg.com/tech_news/Digg_New_ad_provider

from chriswinfield 709 days ago #

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Cam -

FM is still in place.

from rustybrick 709 days ago #

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We had the news, but were under embargo until 3pm (EST). Did Kevin Rose break his own embargo?

Our story at http://searchengineland.com/070725-150000.php

from rustybrick 709 days ago #

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Only past player that is out is Google. Microsoft is working with FM.

from chriswinfield 709 days ago #

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Yeah - he broke it Barry...

from dannysullivan 709 days ago #

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Yeah, and how surprised am I not about that :)

Good observation on the Microsoft category being added ahead of this. But come on Microsoft, why not just buy the damn thing entirely. Get Facebook, too?

FM is oddly in place. I mean, when we got the draft release yesterday, it led with saying:

"Specifically, Microsoft will be the leading seller and provider of banner advertising and sponsored links for Digg, similar to its deal with Facebook. These activities have previously been executed by Federated Media and Google."

So they were pretty in our faces that FM along with Google were out. But then in the release copy, they do this:

Microsoft and Federated Media Publishing, Digg's current advertising partner, plan to collaborate to bring integrated programs to Digg's users and advertisers. "Federated Media has unique advertising sales assets which dovetail with our efforts and we look forward to working with them," Berkowitz said.

FM, of course, is headed by John Battelle -- who is also, of course, a major search analyst and writer. So you have to think that while Microsoft wanted the deal badly, they still wanted a way not to completely diss FM as part of this. I don't think at all (honestly don't) John would hold it against them in his coverage at all, but THEY might think that. But also, FM's been doing a lot of these "conversational" marketing things that aren't just banners, so they may have figured out a way for FM to keep a role in that.

from dannysullivan 709 days ago #

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Not surprisingly, my comment on Digg breaking their own embargo was buried:

http://digg.com/tech_news/Digg_New_ad_provider?t=8051343#c8051343

I added a follow-up on exactly what they sent, but let me share it here, also:

"Before heading out for the evening I wanted to give you a heads up to a significant news announcement Microsoft is making tomorrow. Please note the following information is under NDA until 12:00 pm PT Wednesday, July 25.

At that time, Microsoft will announce its exclusive agreement with Digg Inc., an online destination for users to discover and share the best content on the Web. Specifically, Microsoft will be the leading seller and provider of banner advertising and sponsored links for Digg, similar to its deal with Facebook. These activities have previously been executed by Federated Media and Google.

Currently, the deal is set for three years and covers advertising from US traffic only, with the opportunity to expand from there. The transition is expected to occur in early August, however, consumers won't notice a change.

I've included a draft of the announcement press release below of your reference. Additionally Kevin Rose, founder of Digg, will post a blog on the Digg Web site tomorrow with the news. If you have any questions or need additional information, please let me know."

I must have missed the part where it said here's some embargoed news that Microsoft and Digg want you to honor, but Digg's going to break it early.

What I love is Kevin you know, making like he's sharing it early. Hey Diggers, like a ton of people knew this yesterday before you got the scoop -- it's just Digg itself that didn't want us to say anything.

Heh -- like I said, knew it would happen.

Didn't say that Kevin would break the embargo he and Microsoft wanted to impose on everyone. Nope, didn't say that anywhere. But he did.

Still, pretty much expected he would. Silly us for actually honoring it in the first place.

from Derick 709 days ago #

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I wonder if Microsoft will have better luck monetizing Digg than Google had...

from Justin-Goldberg 709 days ago #

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@CameronOlthius, most of them probably use adblock or privoxy anyway

from dannysullivan 709 days ago #

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Well, the probably won't like some of these comments:

"Here is an Idea-- if you don't like Microsoft, Click through the ads so Digg gets paid, and Microsoft's sponsors have to pay out big time."

"just use adblock and no more ads!!!"

"Why does this even matter? Who the hell looks at the ads?"

from Derick 709 days ago #

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"just use adblock and no more ads!!!"

I've always thought that was part of the reason Digg wasn't seeing a huge CTR on their ads - most of the Digg folks are savvy enough to use AdBlock anyway.

from AndyBeard 709 days ago #

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Surely Digg and Microsoft could set up a specific redirect on the Digg domain for advertising in such a way as to give the advertising blocking guys a real headache.

They could even rotate the script path every few hours such that it would be impossible to predict what it will be tomorrow.