Real-time search engine OneRiot makes it ads more mainstream

Real-time search startup OneRiot is making its content ads fit in with industry standards, as it pushes for broader distribution across the web.

It’s launching ad units today that match Interactive Advertising Bureau guidelines (see right). Before, partners had to integrate OneRiot’s raw data feed and design their own user interface for the ads, so that was a natural barrier to widespread adoption.

The company’s ads usually have links to recently published content related to certain keywords. Say you’re searching for ‘Lady Gaga.’ On top of regular real-time search results that show you what’s being most widely shared or talked about now, publishers will also advertise their ‘Lady Gaga’ content through text ads and photo links. The new ad units will show content about trending topics.

“Serving up traditional ‘static ads’ is not relevant to users. Serving up ‘realtime ads’, that help with content discovery, is relevant,” said Tobias Peggs, a general manager at OneRiot. Peggs said that clickthrough rates on the ads were ‘promising’ but did not give specific figures.

The company, which launched its current search engine in 2008, is based in Boulder, Colorado and has raised more than $27 million in venture funding.

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