Neat trick if they can do it. Social advertising company 140 Proof has rolled out the next phase of its open platform initiative with the launch of 140 Proof Platform for premium media brands including the Atlantic Media Company. The offering is designed to enable digital, print and TV publishers to monetize their social audience across the digital social layer, and spanning any screen or device.
The company offers this example: ESPN properties have over 30 million combined followers on Twitter, which rivals the monthly audience of visitors to ESPN.com. But while social ad platforms like 140 Proof, Facebook, and Twitter can monetize branded media content and social audiences at the point of consumption, media companies like ESPN have not been able to do the same.
The 140 Proof Platform is designed to bridge that gap, enabling publishers to monetize social content and audiences in these ways:
- Social Audience Extensions: Media brands can offer social ad and audience extensions off-site to their existing advertisers – targeted and delivered via 140 Proof Platform.
- Native Social Ad Units: Media brands can integrate 140 Proof native social ads on their own properties, anywhere there is a curated stream of tweets, updates, pins, or other social posts. IAB standard and Rich Media units are also supported. All 140 Proof-served advertising is highly targeted based on the company's Interest Graph Targeting technology.
- Interest Graph Targeting: Publishers can also use 140 Proof's Interest Graph Targeting to enhance their own social advertising offerings and site-served display campaigns.
This all enables premium media brands to monetize content and audience in social feeds, sites and apps in addition to their traditional "owned and operated" properties and ad inventory.
Atlantic Media Company is using 140 Proof Platform to create new ad inventory and products, expanding its offerings for advertisers and enhancing the ability to reach readers. Working with 140 Proof, Atlantic Media Company, including The Atlantic, Quartz, National Journal, Government Executive and Think Custom Media, can now target and deliver ads wherever their content is discovered and shared. "Readers of The Atlantic and its sister publications are highly engaged on social platforms like Facebook and Twitter, extending the reach and longevity of our articles in a wholly organic way,” said Jay Lauf, Publisher of The Atlantic and Senior Vice President/Group Publisher of Atlantic Media Company.
140 Proof launched its open platform initiative in May, which allowed select agencies, brands and media partners to use the company's Interest Graph Targeting and network of social sites and apps to deliver rich-media targeted ads with social actions. Initial launch partners included mobile technology leaders such as JumpTap, Celtra and OneLouder. With this move, 140 Proof is now extending the reach of its open platform initiative to premium media brands.
The 140 Proof Platform is powered by proprietary interest graph technology, and the company claims the interest graph is growing at a rate of over two billion data points per day. 140 Proof measures the social spectrum of interests, capturing signals from Facebook, Twitter, Google+, Foursquare, Pinterest, Instagram and other social sites to enable any media property to deliver relevant, high performing social ads.