Advertisers picking placements in traditional media, such as magazines and television, often have a lot of control over where their ads are placed. They typically have access to the editorial calendar or a synopsis of the episode to be aired, and also often know who (some of) the other advertisers are.

In contrast, advertising online usually affords advertisers relatively little control and transparency into the environment their ads are being placed in. Although they can often cherry-pick the sites where their ads appear, they can’t usually pick what content is running adjacent to their ads. Transaction-oriented advertisers might not really care, but this is the sort of thing that drives big brand advertisers and agencies nuts.

Social media ad network BuzzLogic has launched what it calls its “Conversational Advertising Dashboard” to allay exactly these types of anxieties. Information about the type and tone of the ad-adjacent content, the scope and nature of the conversations, author credibility, content freshness and ad performance by conversation are provided, across the 3,000+ “influential” blogs in its publisher base. Along with insight comes control: advertisers can yank placements if they don’t like what they see.

BuzzLogic’s dashboard is an addition to its Conversational Advertising platform, which it launched last year. The network reaches 33.3 million unique monthly visitors and serves approximately 2 billion impressions in concert with networks such as AdSense, BlogAds and Adify.

This entry was posted on Tuesday, June 2nd, 2009 at 6:31 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.