PayPerPost

PayPerPost
Consumer Generated Advertising Marketplace
Industry Consumer Generated Media Advertising
Founded June 30, 2006 (2006-06-30)
Headquarters Orlando, Florida, U.S.
Parent IZEA
Website www.payperpost.com

PayPerPost (PPP) is a website which helps content creators such as bloggers find advertisers willing to sponsor specific content. The advertisers create opportunities ("opps") that describe the content they are looking for (e.g. feedback, reviews, buzz, creative, video). The bloggers (sometimes referred to as "Posties") then choose opportunities in their area of interest.[1]

Once the blogger has written a blog post or posted a video that matches the requirements, PPP then reviews the post against its requirements (e.g. topic, tone, length) and PPP terms of service (e.g. disclosure required, no adult content), and handles payment.

In April 2007, PPP introduced a segmentation system whereby advertisers can limit which bloggers qualify for their opportunity. The system uses criteria such as Google Page Rank, Alexa rank, blogger quality rank, RealRank and blog categories. They can also exclude blogs on certain domains.

PayPerPost sparked controversy in its first year, with critics saying that sponsored blogging was unethical.[2] It has received sustained criticism from technology blogger Michael Arrington[3] and sustained support from technology blogger Andy Beard.[4] Some supporters said that sponsored blogging helps "blue-collar bloggers",[5] and PayPerPost members asserts that there is room for all views in the blogosphere.[6]

PayPerPost is a business unit of IZEA, founded by Ted Murphy, who had also founded the interactive agency MindComet and the BlogStar Network, designed to connect advertisers with bloggers in a manual, non-marketplace fashion. "BlogStar Network" was later absorbed by PayPerPost.

References

  1. ↑ Interview with PayPerPost VC Dan Rua
  2. ↑ LA Times - March 9, 2007 - Blogging for dollars raises questions of online ethics
  3. ↑ payperpost - TechCrunch
  4. ↑ payperpost | Andy Beard - Niche Marketing
  5. ↑ A-List Types Refuse To Acknowledge Blogging’s Blue Collar Class
  6. ↑ When Knights of the Realm Climb on Their High Horses
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