Technorati Media Has Access To a Billion Monthly Impressions, Growing Amidst Economic Turmoil

Let me start with a full disclosure: Profy is one of the publishers of the Technorati Media advertising network, responsible for some part of that billion of monthly impressions they have access to to serve their ads on. But since as a publisher I am granted access to certain inside information I am allowed to share, I thought it would not hurt to update our audience on the progress the ad network is doing, especially since the progress is notable amidst the overall economic meltdown.

As some of you may know, Technorati Media is quite a new name in the world of online advertising as the network was only launched by Technorati 4 months ago with a total of 8 publishers in the network. Yesterday all the publishers working with Technorati Media received an update to let us all know what to expect now that the advertising network is entering the 4^th quarter.

To tell you the truth, when I saw “Technorati Media 2008 Update” in the subject field of the email, I was apprehensive of what I would see in the email itself as lately we have rarely heard good news and projections when it comes to online advertising. Fortunately to Profy and other publishers in the network, the update was actually rather positive.

The email focused first of all on the rapid growth of the Technorati advertising network: in the 4 months the network recruited over 40 publishers (with 70+ sites) that jointly generate over a billion of monthly impressions. So it is no wonder that in September comScore (that tracks traffic for all Technorati Media publishers) named the ad network the fastest growing web property reaching 11.2 million of people in the US only.

But while growth in the number of publishers and the volume of pageviews they generate for the network they belong to is important, of course everyone is interested in the real-life financial side of the business. After all, you can recruit publishers all you want but if you are unable to sell ads on their sites, you will hardly be categorized as a success. But when it comes to Technorati Media as one of the publishers I can certainly confirm that the network seems to be getting traction after the early couple of months as we are seeing continuous growth in both CPM and fill rates for Profy. My conclusion is that this growth is actually based on real-life advertisers willing to reach the audience of the blogs belonging to the ad network.

Of course part of this success is due to the fact that Technorati brand is well-known as a blog search engine and tool to understand relative influence of blogs and track how bloggers link to each other. So it is very much possible that some unknown company debuting a similar product would not have succeeded. It is obvious that attracting both high-quality blogs and advertisers that are ready to pay for their brands to be associated with those blogs is a real challenge that requires a familiar name and an established brand. But still it is not bad to see at least one advertising network reporting growth when everything we usually hear is bad news here and there when it comes to online advertising.