Baidu Union Adds Floating Ad Formats to Boost Publishers’ Earnings
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By Michael Liu – Baidu Union, the advertising network operated by Baidu Inc. (NASDAQ:BIDU), is now offering floating ads as an optional ad format for its affiliated publishers to put on their websites, reports QQ.com on February 8.
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Floating ads have been widely used by Chinese Internet portals such as Sina (NASDAQ:SINA), Sohu (NASDAQ:SOHU) and NetEase (NASDAQ:NTES). This format is very visible on websites and boasts high click-through rates without affecting the structure of websites. Baidu now provides its Baidu Union publishers with three optional floating ad formats: sidebars, windows, and buttons. It also allows publishers to specify the location of floating ads within a web page.
Baidu’s introduction of floating ads into Baidu Union is the first time this format is used in advertising networks, according to the QQ.com article. Adding floating ads will potentially boost the earnings of Baidu Union publishers. This new ad format will benefit from Baidu’s large advertiser base and accurate ad-placement technology. To assist the launch of floating ads, Baidu has updated its traffic monitoring service Baidu Analytics to support the tracking of floating ads.
