In our third of four interviews with Engage BDR head honcho Ted Dhanik, we’re talking Toolbar Publishers, what they are, and why Engage BDR is looking to connect with more of them.
After explaining what exactly Toolbar Publishers are, we asked Ted why Engage BDR wants to partner up with more of them and how can they benefit the company’s already massively successful operations. In response, Ted told us that these toolbars are adding display inventory to places that don’t usually host advertisements.
“So you’re wondering, ‘how does this correspond with, what is the correlation between advertising and this,’ right? So basically what happened was, I’m sure everyone’s been used to seeing Gamevance and Trafficvance—I mean if you’re an advertiser or an affiliate you’ve probably used them in the past, they’ve built a great business—and their business is basically ad injection. So, people download a client, it provides some value to the user—they have a game; I think their mode of operation was a game—there’s a client sitting on their desktop and every time they search for something, in any browser or search engine, they get pop-unders and they’re on various sites and they have keywords that are highlighted and they show ads, right, so that was a pretty prominent form of ad injection…What they’re doing is they’re providing advertising in places where they don’t exist or in addition to that, so you could have display inventory on Facebook or wherever it is, or you could be surfing MSN, you could be on Yahoo!, any site, and basically these toolbars are adding inventory—display inventory—that is not normally there.”
For more information, watch the entire interview with Ted at the top of the page, visit Engage BDR’s website, and make sure to check out all of our previous interviews with their staff, exclusively on TheMail.
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.