OneRiot Makes Trending Ads Available to All



2010 January, 15th
Kristen Nicole
Kristen Nicole
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Real time search engine OneRiot has been testing its real time ad network these past few weeks. Now the company is ready to launch the full version of RiotWise, making it available for developers looking to monetize their apps.

RiotWise is designed for use in several different kinds of applications, from those created for mobile devices, to those made for desktop use. OneRiot has been particularly keen on driving the social search engine market forward, revealing a host of services and features that take advantage of the growing amount of information we now share across the web. This data can be used to tap into the trends of the world, answer questions, gauge an ethos or merely recommend some great content for us to check out.

This patience while waiting for the swell of social media content’s necessity to be mined, especially with the newer real time developments, has been rewarding for OneRiot. Yet taking advantage of the growing use of social media’s interactivity across networks and platforms has enabled OneRiot to launch an ad network.

Monetizing third party applications is a business all its own these days. The number of apps being created for social networks and mobile devices is expanding at a rapid rate. In some ways, the freemium model has taken over this new app economy, with overhead seeming lower due to the deepened niche approach of a third party app.

That leaves a vast opportunity for ad networks to foster and advance from the app economy. A company like OneRiot gains access to a number of third party apps, indirectly benefiting from the support of the primary platform. In some cases that platform is Twitter. In other cases, it’s the iTunes App Store.

Betting hedges in this way also gives OneRiot good positioning to learn from the experiences of the third party apps. They provide access to end consumers, enhancing RiotWise’s potential as an ad network.

This model isn’t particularly new. A spurt of a similar nature took place with the establishment of Facebook’s app platform. While the fear of having the platform owner launch their own ad network having since waned, the relationship between ad networks and third party apps have evolved a great deal since then.

Indirectly monetizing activity on a platform via a third party app directs the direction of an app economy, influencing the nature and intent of the apps themselves. Depending on the motivation of a given developer, the monetization of social media apps in particular is an unexplored territory. While we have the experience of ad networks that have launched in previous years, the level of consumerism around social media, social search and mobile apps is a new experience all around.

Should OneRiot continue to succeed, its current path will take the company to a leading position within the social and real time search industries. In its own way, OneRiot is demonstrating how real time search will grow as a segment of the larger social media movement.

About the Author

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Kristen was the lead writer and Field Editor of Mashable, a popular publication that covers social media and tech. She has contributed to a number of other publications including CenterNetworks, VentureBeat, Bubblicious and The Industry Standard. Her work has been syndicated across a number of main stream media outlets, including Reuters, The New York Times, and NBC. Her latest accomplishment has been co-authoring The Twitter Survival Guide, which you can purchase here. She is also completing her second book, Twitter for Women.

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