Burst!Media Changes Default System

May 2nd, 2006 by Chris

Burst!Media announced today that they launched a new defaults system whereby publishers can input a value for their defaults and if their defaults are valued at higher than Burst’s ads then the defaults can run before those campaigns.

Burst!Media isn’t the first major network to do this, Fastclick (now Valueclick) did this last year.

However, I do feel that Burst doing this is much more news worthy than Fastclick (Valueclick) for a variety of reasons.

For one, Burst can get some really stellar rates. In general their fill rate is low, and their RON advertisements aren’t anything to get excited about, but where Burst shines is in targetted campaigns that can still bring in numbers around $10 CPM. Publishers want those campaigns, and Burst wants publisher inventory, but many publishers have been hesistant to use Burst because of the lackluster RON campaigns. With this new system that is no longer an issue as publishers can join up with Burst, send all their traffic through Burst (thus showing Burst and Burst’s advertisers their potential inventory) while still keeping a higher paying ad network (AdSense, TribalFusion, etc) showing most of the ads.

Another reason I find this interesting is that Burst used to really push exclusivity, I myself had an exclusive agreement with them at one time. This is just another step in them opening up and realizing that most publishers do not want to limit themselves to just one network, which is the right direction for them to be moving in.

Overall this is an excellent change. I would also recommend any publisher currently using Adsense on a niche site to try to get into Burst. Just setup your defaults at whatever your Adsense eCPM was for the past month or so. Worst case scenario, you spend an hour setting up this chain and get nothing. Best case scenario Burst manages to sell some targetted campaigns for your site that exceed your Adsense income.

Posted in: Ad Networks » by: Chris