Ke Xixing, president of Beijing-based online advertising agency Emar Online Technology, said today that Emar could release its new microblog advertising platform as early as August.
The platform will be targeted at open platforms, including Sina Weibo (Nasdaq: SINA) and Tencent Microblog (0700.HK), and will allow advertisers to purchase ad space from microblog owners and publish ads using open API access ports. Emar will provide backend data analysis to help advertisers track the efficacy of their ad placements. The ad transaction platform is currently in closed beta.
Ke said the microblog ads would initially be in the same format as microblog posts: "One post, one ad."
Other types of ad content will command different prices. Emar's backend platform will also assess the value of different blogs, taking into account follower count, follower quality, user activity, and other factors, and will track the performance of ads placed, including reposts, comments, and length of user activity.
In early April 2011, Emar partnered with Sina Weibo to release the first microblog-based coupon application, EGou Weiquan (vq.egou.com), offering B2C business owners a way to issue online coupons to individual users. The two companies are continuing to work together.