Technically, there was nothing stopping someone who published Getty’s photos from including Stipple ads inside those photos. However, the new integration should make those campaigns more effective, particularly by tapping into the Getty metadata. Stipple co-founder and CEO Rey Flemings said that one of the things that has “hindered” the use of photos online is the fact that most publishing systems strip the relevant metadata from those images.
Thanks to the new partnership, Getty’s tags will be applied to its photos throughout the Stipple network, and those tags can then be used to place ads. For example, if a Hollywood studio wanted to advertise its new film, it could run a campaign across Stipple’s network that targeted all Getty photos that feature cast members from the film. The companies say this should improve the reach of brand campaigns and increase monetization for publishers.
Craig Peters, Getty’s senior vice president of business development, said the company is always looking to help its publishers monetize (after all, they’re probably going to be happier about paying for Getty’s content if they’re actually making money from those photos), and that Getty is working with Stipple specifically because the company “can basically align the interest of advertisers and publishers,” delivering ads that are effective and don’t annoy users because they’re actually relevant to the image.
“It really does unlock a lot of the value that sits in that visual asset online that has been under-monetized and under-appreciated up until this point,” Peters said.
In order to take advantage of the new integration, publishers have to be working with both companies, but that’s a group that includes People.com, Condé Nast, and Gannett.