PayPerPost

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PayPerPost, Inc.
Image:PayPerPostLogo.svg
Type Private
Founded Orlando, Florida, USA (June 30, 2006)
Headquarters Orlando, Florida, USA
Key people Ted Murphy, CEO & Co-Founder
Paul Lewis, Co-Founder
Industry Consumer Generated Media Advertising
Products Consumer Generated Advertising Marketplace
Revenue undisclosed
Employees undisclosed
Slogan The Consumer Generated Advertising Marketplace
Website www.payperpost.com

PayPerPost (PPP) is an online marketplace where consumer content creators such as bloggers, videographers, podcasters and photographers find sponsors. On one side of the marketplace are sponsors (e.g. advertisers, marketers, and content seekers), and they create opportunities ("opps") that describe the content they are looking for (e.g. feedback, reviews, buzz, creative, video). On the other side of the marketplace are content creators (sometimes referred to as “Posties”), and they review those sponsored opps in an open marketplace fashion looking for topics that match their interests, experiences and opinions.[1]

Once they find an interesting opp, the content creator performs the opp (e.g. creating the requested blog post or video) and notifies PPP that they’ve done so. PPP then reviews the post against opp requirements (e.g. topic, tone, length) and PPP terms of service (e.g. disclosure required, no adult content), and handles payment. The result is a marketplace business model that achieves marketing ROI by leveraging the creative and intellectual talent of the masses.

The company recently introduced a segmentation system whereby sponsors can choose which bloggers qualify for their opportunity. This is based on a number of criteria including Technorati rank, Google Page Rank, Alexa rank, blogger quality rank, and blog categories. They can also choose whether to exclude blogs on certain domains.

The company sparked controversy in its first year, with some critics claiming that sponsored blogging was unethical[2], some supporters claiming that sponsored blogging helps "blue-collar bloggers"[3], and PayPerPost members claiming there is room for all views in the blogosphere[4].

PayPerPost was founded by Ted Murphy, who also founded the interactive agency MindComet and the "BlogStar Network", designed to connect advertisers with bloggers in a manual, non-marketplace fashion.

[edit] Funding

On October 1, 2006 PayPerPost announced raising $3,000,000 in venture capital funding from Inflexion Partners, Village Ventures, and Draper Fisher Jurvetson. [5].

[edit] References

  1. ^ http://blog.valuewiki.com/2007/03/27/interview-with-payperpost-vc-dan-rua/
  2. ^ LA Times - March 9, 2007 - Blogging for dollars raises questions of online ethics
  3. ^ http://www.deepjiveinterests.com/2007/02/02/a-list-types-refuse-to-acknowledge-bloggings-blue-collar-class/
  4. ^ http://www.drumsnwhistles.com/2007/02/02/when-knights-of-the-realm-climb-on-their-high-horses/
  5. ^ http://www.techcrunch.com/2006/10/01/controversial-payperpost-raises-3-million/ TechCrunch

[edit] External Links

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