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Techcrunch is reporting that Technorati is launching Technorati Media, a blog ad network today. Technorati was once a Blog Search Giant, but lost some of its charms to Google Blog Search. Than came TechMeme which quickly steal the show of breaking the latest and greatest news in the blogosphere. After TechMeme I stopped using Technorati for latest in Technology news and to this date use TechMeme to get the latest updates. Technorati never came up with a useful way to let bloggers visualize the hottest new posts in the blogosphere and remain content with whatever it was doing, the way it was doing.
As if this was not enough twitter came to the party and made microblogging the medium of choice for bloggers and other news addicts to break news and get access to news quickly. Technorati turned a blind eye to all this and let it happen. Although even facebook came up with a way to let its users share what they are doing with their friends, twitter style. According to Pete Cashmore the rise of Twitter dealt a death blow to Technorati, so much so that he is cheerleading the acquisition of Summize, a twitter conversational search engine.
Technorati’s problems sprung from tunnel vision of the executive leadership of the company and an inability to take decisions and react to upcoming competition. The company ended up in so much trouble that the investors actively started looking for some suitors to bail out the company. This also resulted in a change in the top management position which saw Dave Sifry, founder and CEO of Technorati, leaving the company.
When it comes to Blog Ad Networks, Technorati is still slow to react, trailing behind Federated Media, and Glam Media. However, Technorati still stands a strong chance of pulling it through with this one. Technorati’s offering is stronger than Federated Media as its targeting not just the A List bloggers but the long tail of blogosphere, which is exactly the strategy Google adopted with Adsense. Technorati has an advantage over Glam Media because it already has some sort of keyword and behavioral targeting in place, the technology that it uses to categorize, and search blog posts.
Lets see if they could do something different this time.
