Until now, anybody who wanted to implement real-time ads from OneRiot's RiotWise network had to get these ads through OneRiot's API and create a customized user interface around these ads. This severely limited OneRiot's appeal for website owner who wanted to experiment with real-time ads on their sites and services but were looking for a plug and play solution. Today, OneRiot is launching a new set of real-time ads that website owners can just plug into their sites. These dynamic ads will refresh automatically and display relevant ads based on the topics that are trending on the Internet right now.
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For now, these new RiotWise display ad units are only available by requesting access directly from OneRiot. Chances are that the company will make it easier to get access to these ads in the near future. OneRiot is targeting these new ad units at services that are already in the real-time ecosystem, including social networks, real-time meme trackers and other social sharing services. Some of the services that currently use OneRiot's ads through the company's API include Digsby, ÜberTwitter and a number of real-time search engines.
According to OneRiot these ads lead to "click through rates at four times industry norms." While we can't verify this data, it doesn't come as a surprise that these ads, which usually point to interesting and relevant content on OneRiot's partner sites would have high click-through rates, especially if users are already on news site or are using a browser-based Twitter tool. On the other hand, we also don't know what kind of payout website owners can expect from these ads, so a higher click-through rate could still mean that publishers end up earning just as much money from RiotWise as they currently do from AdSense or similar programs.
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