Digsby, an IM and Twitter client, is integrating a new real time ad platform into News Feeds - a reflection of the growing influence of Twitter and other social platforms that stream day-to-day online conversations.
Digsby is one of the first developers to use a new ad platform developed by OneRiot, a search engine whose focus is on real time messages. Called RiotWise Trending Ads, it streams ads related to trending topics on the social web by displaying video ad links relating to subjects being discussed on Twitter, according to the company's blog post.
It is part of OneRiot's RiotWise real-time ad network, launched last September.
Trending Ads are a good fit for developers that want to monetize social web applications such as Twitter apps, IM clients and iPhone apps, OneRiot says. Marketers eager to advertise against the topics of the day are, of course, another constituency.
"Users of these services tend to be rabid consumers of content concerning today’s trending topics," it said. "RiotWise Trending Ads display ads that are highly relevant to those same trending topics. The 'realtime relevance' of these ads makes a lot of sense to end-users, and results in a high click through rate - which means more revenue to share with the application developer.
Streaming Twitter
Streaming Tweets has become the strategy du jour for search engines. Earlier this month Google expanded - dramatically - its search capabilities with new developments in real time, mobile and language technologies that will be available on both the desktop and mobile phone. Google Real Time Search, specifically, merges the public updates from social media sites Twitter, Facebook and MySpace with Google's general search results.
Also this month Citysearch and Urbanspoon integrated their platforms so their local businesses users can integrate their Twitter account or create a new account directly from the business profiles.
Going Mobile
OneRiot's platform goes a step further than some of these measures with its extension for mobile as well: Trending Ads are available on both OneRiot's API as well as a new Mobile Ad Unit. The system is enabled by OneRiot’s realtime search technology and PulseRank relevancy algorithm.
