Performance ad network Miva has entered into partnership with an automatic copyright technology platform provider that will allow Web publishers to put Miva sponsored listings on pages their readers share with others via e-mail.
Under the agreement, Miva pay-per-call and pay-per-click ads can be placed in the Web content that visitors can send on read under the iCopyright technology, which is owned by Data Depth. More than 700 Web publishers use iCopyright to manage content permissions, sell custom reprints and republication rights. Most users can do some things for free, such as printing, e-mailing and saving articles, although the publisher may impose a limit on the number of times they can be done.
The partnership will let Miva do contextual matching of the ads in its network to the content protected by iCopyright. Users will see a handful of Miva ads on the right rail of the printed or e-mailed article, and the revenue from clicks or calls on those ads will be shared between Miva and iCopyright, with iCopyright in turn sharing with its client publishers.
“This agreement falls directly in line with our strategy of empowering publishers, helping find new ways for them to generate revenue, and helping to improve their overall business model,” said Seb Bishop, president of Miva. “We’ve worked with iCopyright to figure out a new way to monetize e-mail linking of content, which traditionally didn’t generate any cash for publishers. And it’s very targeted ad delivery for the advertisers in our network. If an article is relevant and interesting enough to e-mail to a friend, that means readers are very highly targeted to ads relevant to the content.”
Ad-supported services from iCopyright have already been turned on for the Associated Press wire service Web site and on Internet publications from Scripps, Freedom Communications and Penton Publishing, among others. The company also has deals with such Web content publishers as Reuters, UPI, Primedia and the San Jose Mercury News. Miva network ads will go live on the iCopyright service in the second quarter of 2006.
The iCopyright deal is the latest of several new advertising opportunities launched by Miva, which rebranded itself from FindWhat.com last year. In March the company announced a British launch of pay-per-text ads on text messages from a mobile directory service. The company has also reached an agreement to distribute pay-per-click ads on the Watson contextual desktop search tool operated by Intellext.
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