Technorati have now officially announced their new blog advertising platform surprisingly called Technorati Media.
It is a significant step, though not as many seem to think unusual.
Afterall, Google started as a search engine, then monetized search, and finally introduced their own publisher program Adsense.
Lots of discussion related to the often reappearing Microsoft Yahoo deal mention that display advertising is highly lucrative, and Technorati are in a prime position to serve advertising to a very specific demographic of publishers – bloggers.
Technorati know exacty what bloggers are talking about on a day to day basis, so in aggregate they can offer publishers targeted display advertising, at least in theory.
Also it is important to understand that instead of selling the vast amount of data they have, they are using it to provide an added value service.
From the official announcement:-
