Lookery.com

Whenever we make a significant change, Rex will also send out emails to Lookery publishers and/or marketers to make sure everyone gets the message.

To date, we’ve been paying a blanket minimum CPM across all ad slots to make up for the fact that it took a while to sell a reasonable amount of inventory. Lending Club believed in us from the start, but it took us a couple of couple of weeks to get enough marketers to be respectable. Until this afternoon, we’d been dropping in house ads.

Oh happy day, we no longer need that crutch.

This week and next, we have a number of new marketers going live and more valuable marketing programs starting — gender-specific and app-specific targeting. I will put up a detailed post about the new programs Monday, and they go live Friday.

In addition, we are cutting deals with third-party networks to fill in around our direct-sold ads. In the case that none of the above are available, we’ll show Public Service Announcements, like Google does.

We’re paying the blanket minimum CPM rate, even for unsold inventory, through 11:59pm GMT this Thursday, August 9, 2007. After that, we expect that the publishers’ eCPM to rise with the new ad programs. We are still not taking any revenue ourselves until at least August 15, piping every penny from marketers to publishers. The July payments to publishers are scheduled for August 15.