Today NewsGator is announcing the creation of a brand new online advertising program called AdBurner.  AdBurner is a turnkey advertising solution, which optimizes ad placement, management, and revenue across any platform.  This program is the result of an impressive collaboration with the following partners: Technorati, Admeld, Gigya, Medialets, and Tremor Media.

Adburner is aimed at optimizing the CPM for, and process of, inserting and managing advertising into NewsGator's publisher products suite, including services as diverse as widgets, related content, and iPhone applications.  What makes this initiative especially exciting is that it's built around the best of breed advertising partners mentioned above.   

The premise behind our creation of AdBurner is the realization that a significant roadblock for media companies attempting to monetize social media and mobile applications has been the lack of process standards and optimization methods for inserting and tracking ad placements.  NewsGator's announcement today brings welcome relief to media clients struggling with explosive ad inventory growth and literally hundreds of online ad networks complementing their own internal ad sales efforts.

With AdBurner, NewsGator's premium publisher clients can choose to monetize via high value display ads, video pre-roll and overlays, widget ads, and iPhone display ads through an integrated process engine and a single management console.   And, in addition to managing ad units inserted into products that NewsGator provides to publishers, the process integration extends to unrelated online ad inventory. 

According to JB Holston, NewsGator's CEO, our clients have told us that "lack of inventory is not the problem they have, it's selling the inventory they already control along with the additional inventory we are creating for them."   He adds that, "what we're providing to them are pre-packaged integrated ad placement scenarios that can be used across a range of products, covers all of our inventory, and does so in a manner that is fully transparent and optimized to deliver the highest ad value per placement."

I'd like to pass along reaction from our partners on this AdBurner initiative:

• Technorati's CEO, Richard Jalichandra, says, "this initiative aligns Technorati's clients with news from a variety of sources across the tail to be delivered in innovative ways to their online readers.  NewsGator brings a top tier client list and proven media syndication technology that is a perfect fit for Technorati Media.
• Admeld's CEO, Michael Barrett, adds, "we are very pleased to be working with NewsGator and their high quality publishing partnership. [This] partnership will drive higher revenue for participating publishers."
• Gigya's VP of Sales & Biz Dev, Ben Pashman, says that "monetization is a major challenge for publishers of distributed content, so we're pleased to be working with NewsGator to deliver comprehensive widget monetization solutions to their publisher clients."
• Medialet's CEO, Eric Litman, says that "Medialets is excited to work with NewsGator on this program...and we're looking forward to providing the premier mobile advertising solution for NewsGator's clients."
• Tremor Media's CEO, Jason Glickman, explains that "Tremor Media & NewsGator have been working together to delieve rhigh quality, high value video pre-roll to NewsGator cleints" and that "this initiative builds on the success we have had with NewsGator around delivering video monetization for widgets and non-viral distributions by offering our respective publishers a compelling pre-integrated approach to monetization of their inventory."

Our AdBurner program is available immediately for existing NewsGator clients. 

As a final note, I'd like to say how delighted we are to be working with such an impressive group of ad partners as Technorati, Admeld, Gigya, Medialets and Tremor Media in creating AdBurner.