Pay per Unique - Sendori

Sendori is rolling out a Pay per Unique (PPU) platform which gives advertisers the opportunity to bid for certain domains and have the domain automatically refresh to the advertisers product or home page. This is a really good idea that has come around several times.  Years ago before I owned a single good domain name I saw Roy Messer pointing some of his names directly to targeted pages within About.com's network.  Always the visionary,  Roy had struck up a pay per unique deal with About.com where 'this name went to this topic', 'that name went to that topic' and so-on.  Later, but before he sold Advertising.com to AOL for 310 million dollars, John DeMayo (nice glasses John) created a platform called Visitorbid.com to do exactly the same thing as Sendori..  but that was just too early.  I hope Sendori has the timing right this time (and I suspect they do).  IMO the ultimate PPU inflexion point will occur when the big blanket PPC bidders such as Amazon, Ebay or IAC (spending 1+ million a day each) start trying to expand brand and gain reach for specific pages within their network, by pursuing the Roy Messer model I saw so many years ago. That's when the doman traffic industry as we know it will change forever.  The challenge of course is explaining this simple model to someone within those very large companies.  Maybe Sendori will be the ones to finally get traction.  I'm waiting for my phone to ring.

Comments

[Omar]

Frank,

The decision for those big companies to use PPU has to be based on ROI. What would it take to communicate a better ROI via PPU?

***FS*** Does it though? If I look at the backfill bidders across my paid seearch domain pages its almost always ebay and amazon. These guys are thirsting for more targeted traffic to feed the tens of thousands of pages of content on their network. If we take an obscure generic name that gets 2 unique visits a day and we plumb or route that traffic directly to the related page within ebay or amazon they are going to see ROI.. if Rick schwarts takes cubiczirconia.com and points it to the cubiczirconia page on ebay.. those visitors are going to be more potent than if they stop at ricks Parking page for cubic zirconia first, then see a link for "ebay - cubic zirconia" THEN clcik.. see what I mean ?

[Sahar Sarid]

To take it one step further, ebay/amazon are looking at the value of the consumer across ALL their business and not only for the click purchase. This is how they can justify spending 10 cents on a click that doesn't immidiately convert, and do it on a huge scale that ultimately it does work out, very well.

[Nickolas]

It seems that this model is trying to bypass all the traffic quality supervision mechanisms many PPC systems have right now.