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THE MONEY SHOT
DigitalScirocco Puts Content on the Auction BlockFriday, March 26, 2010 The digital platform has extended the lucrative auction model to a wide range of business exchanges in the last decade—from basic commerce (eBay) to advertising (Google). At the recent DEMO Spring 2010, a new company, DigitalScirocco, launched with a plan to bring the bidding process to content syndication. The company lets publishers place their content into a system where a variety of other publishers and commercial entities bid on acquiring rights to that content for their own sites. Other content marketplaces like Mochilla come to mind, but CEO Bruce D’Ambrosio says that DigitalScirocco is different in that it emphasizes dynamic feeds of aggregated content. Early partners like Thomson Reuters and VentureBeat are providing feeds of their content, and others, like stock chart providers and financial markets data, come in through APIs. Potential buyers can designate by topic and source the kind of content they want to have dynamically updated via a feed to their site. “Going in and picking a single piece of content doesn’t always work,” D’Ambrosio says. “We run a real-time auction where all of the content providers that meet your requirements can be found. You put out an RFP for the kind of content you need, and the next step is we integrate the content and inject it into your page.” The buyer of a feed of content gets code to insert on their page so the content can stream in as it is updated in real time. Early buy-side clients like Morgan Stanley will be using this system as a way to populate personalized client pages with fresh financial news and stock content. On the publisher side, the provider of content to the system also has controls over where their content can end up and the minimum pricing they are willing to accept. “We believe there is a creative ferment in the Web infrastructure,” says D’Ambrosio. “We are trying to enable that connection between all that creation of content and the destinations.” The content is priced mainly on a CPM basis, so the buyer is paying based on the number of impressions the licensed content receives. According to D’Ambrosio, the early returns are showing CPMs ranging from 10 cents to $10. Content that comes with full HTML coding and images, and valuable financial news and information, are going for even higher rates. There is also a cost-per-action (CPA) model that pays the publisher when their content on a page results in a desired action, like clicking on a sign-up opportunity. DigitalScirocco takes a cut of less than 10% of the auction price as part of its business model. Generally, D’Ambrosio says that publishers have been receptive to a model that offers real monetization of their content rather than the usual traffic swaps for syndication. They are targeting finance and travel content in these early days. (The video of the presentation at the DEMO conference is below.)
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