The ability to attach value to content will be of tremendous value to publishers.
Digital advertising company OpenX announced today that it’s launching a new service called Revenue Intelligence, allowing online publishers to calculate and increase the amount of ad revenue that each piece of content is earning.
Last fall, OpenX acquired JumpTime, which provided a similar service. OpenX’s new Revenue Intelligence team is being led by JumpTime co-founder Anke Audenaert, and the company says it’s “blending” OpenX ad tech with JumpTime’s technology.
Traditionally, the editorial and advertising sides of a publication have been treated as “two separate areas,” Audenaert said, while her goal is to bring “a holistic view to revenue management.” With that approach, instead of just trying to maximize pageviews, publishers can try to build a content strategy that’s directly tied to making more money.
To do that, OpenX provides something that Audenaert called “almost the inverse of PageRank.” Like Google’s search algorithm, she said Revenue Intelligence doesn’t look…
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