Last year, OneRiot ventured into the advertising world with RiotWise, an ad format which places content in an emphasized position in their realtime feed. The search engine also launched a pilot program of RiotWise Trending Ads, a stream of ads that correspond to trending topics as they emerge across the social web, that has since been integrated into the search engine’s API. Today, the realtime search startup is improving upon its advertising product by offering Trending Ad unit that automatically updates in realtime corresponding to the the most popular trending topics at the time.
The ability to update in realtime allows OneRiot to show advertiser content that is relevant to trending topics as they emerge on networks like Twitter, Facebook and the web. The ads are available via standard-size IAB Ad Units and is enabled by OneRiot’s realtime search technology and PulseRank relevancy algorithm. And previously, OneRiot’s “Trending Ads” were available only via OneRiot’s API. This meant that developers had to integrate the raw feed into their applications, and create their own UI. The new ad unit allows any website currently monetizing with standard static ad units to display RiotWise Trending Ads.
In order to implement he new ad unit, publishers need to integrate Trending Ad Units in the same way they would call standard ad units. The ads will then link to realtime and relevant content from OneRiot’s network of media partners. One Riot claims that the realtime relevance of the ads leads to click through rates at four times the average rates.
Currently OneRiot’s trending ads have been used on Twitter apps (ÜberTwitter) and desktop clients (Digsby). OneRiot shares revenue with the application developer. As we’ve written in the past, OneRiot runs the risk of surfacing irrelevant or spammy content with realtime ads, especially is the ads are refreshing constantly to match trending topics. But as a realtime search engine, OneRiot has invested heavily in spam prevention and is constantly sorting through millions of pieces of content to determine what is relevant and what isn’t. Regardless, it seems like a viable monetization tool for developers.
The startup, which just raised $7 million in funding, has been steadily innovating its product and is gathering up partners quickly. The realtime stream ramped up this year with all the big players adding functionality to their search offerings and OneRiot was smart to get in the game early.