Feeds

Real-time web searcher in ad du jour pitch

Automatic Brittany Murphy ads

Top three mobile application threats

There's no shortage of folk looking to exploit the web topic du jour. In June, as Iran teetered on the brink of revolution, UK furniture retailer Habitat started Tweeting houseware ads tagged with words like "Iran" and "Mousavi." Just this week, Black Hat SEOs leapt at the chance to push scareware sites onto the wave of searches looking for instant info on the sudden death of actress Brittany Murphy.

And now, a Twitter-happy real-time search outfit hopes to turn this sort of thing into a legitimate business.

Today, One Riot introduced what it calls "trending ads" - "a stream of ads that are related to trending topics as they emerge across the social web." In essence, when a particularly popular topic hits the net, the system will automatically build ads that marry this topic du jour with content on your very own website. Speaking with The Reg, One Riot GM Tobias Peggs used the Britney Murphy example.

"As an advertiser, you have no way of knowing that the everyone is going to be searching for Brittany Murphy. You can't build ads ahead of time," he says. "We index your site and then build the ads for you."

One Riot Trendings Ads

One Riot 'Trending ad' on an iPod touch

These ads may appear on OneRiot's own real-time search engine, which serves up recently-posted content from Twitter and other sources while ranking it according to ostensible relevancy (see above, as viewed on an iPod touch). Or they may be syndicated to partner sites, such as Digsby, a service for juggling IM and email alongside your so-called social networking feeds.

The ads are streamed to partners as an API feed, which means partners have free rein to display them as they see fit. The ads might appear as separate banners. Or they might appear in the middle of a user's "real-time stream" - as occurs on Digsby.

But One Riot says it won't let things get out of hand. "OneRiot will work closely with developers to ensure that initial implementations work well for users, for advertisers, the developer and us," the company tells us. "Naturally, that will create best-practice guidelines that we’ll put in place as we roll this out aggressively in the New Year." ®

The Essential Guide to IT Transformation

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Airbus promises Wi-Fi – yay – and 3D movies (meh) in new A330
If the person in front reclines their seat, this could get interesting
UK Parliament rubber-stamps EMERGENCY data grab 'n' keep bill
Just 49 MPs oppose Drip's rushed timetable
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
ITC: Seagate and LSI can infringe Realtek patents because Realtek isn't in the US
Land of the (get off scot) free, when it's a foreign owner
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.