| KickApps either splits ad inventory with publishers on the pages created on its platform (60 percent to KickAps, 40 percent to publishers) or lets publishers buy out its portion of the ad inventory for $3 to $6 CPMs. Most larger customers choose to control the ad inventory themselves, which suggests that when social networking features are wrapped into a larger site, the ad rates don’t have to be counted in dimes (as they do on much of Facebook and MySpace). |
But Blum thinks that page-based metrics are the wrong way to look at audience engagement. Rather, it makes more sense to measure how people interact with a site and with each other at the level of the app, which can also be measured offsite as well when apps get spread virally as widgets. Blum argues: |
| We are developing a new form of measurement as Omniture becomes irrelevant. Measuring page-based analytics is a commodity. It is given away for free by Google. |
| KickApps is especially appealing to big media companies because it lets them put social features on sites they already control. |
Another part of KickApps’ appeal is that it has a dead-simple WYSISWYG app editor that lets even non-designers drag and drop entire sites or widgets, complete with advertising. It also supports both OpenSocial and Facebook apps, so those can be added as well. Read more at www.techcrunch.com |
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