AdClimate is a feature of the FeedBurner ad server that suppresses when an ad would be served in an RSS item or blog post containing keywords that an advertiser has pre-selected as inappropriate for their brand.
Similar to the negative keyword exclusion capability of traditional ad networks like Google AdWords, FeedBurner’s AdClimate was developed to meet the needs of its advertisers in a rapidly developing market. This capability addresses advertisers’ apprehensions about their brands appearing within distributed media. Controlling ad targeting based on advertiser-selected keywords provides peace of mind and additional control.
With this new security measure, advertisers can reach increasingly fragmented audiences as they turn to new content sources like RSS feeds and blogs, and generate millions of new ad impressions.
FeedBurner automatically screens a multi-language default list of keywords. As part of the campaign setup process, advertisers simply submit their custom list of keywords for each of their campaigns. AdClimate speaks a special secret language telling the FeedBurner ad server to suppress an ad when those keywords appear in the feed or blog post.
“Despite the wealth of quality user-generated content on the Web today, many marketers are still wary of promoting their brands amid the unpredictable landscape of blogs and RSS feeds,” said Tim Hanlon, Senior Vice President, Ventures, at Denuo, the media futures arm of Publicis Groupe. “As the pioneer in feed-based syndication and advertising services, FeedBurner understands this environment better than anyone, and this advanced form of protection will be an effective measure to address marketer concerns — ultimately enabling more ad dollars to flow into the distributed media space.”
AdClimate supplements a long list of FeedBurner’s ad-serving capabilities including geo-targeting by country/state/DMA, day-partitioning, and frequency-capping. To learn more, visit the blog and RSS advertising section of our Web site.
AdClimate was officially announced on the FeedBurner blog on April 26, 2007.
Contact FeedBurner’s friendly Advertising team to discuss your advertising campaign needs.