More than a tweet, less than a blog.

So I’m in San Francisco for the week, and we’re on Techcrunch50 about to present Copybox, the “Photoshop for copywriters” that’s our first product to officially launch from Burt.

The ideas that are created in Copybox are built around the concept of “reactive advertising”. Reactive ads represents a shift from focusing onwho gets shown what (content, ads etc.), to how stuff is presented when it’s shown… reactive ads are thus shaped by the circumstances for each exposure.

Reactive ads leverage the same pool of mined data that’s currently being used for ad targeting, recommendation engines, mash-ups etc. and hits the advertising sweet spot by enabling publishers to better monetize their data and ad inventory, and at the same time responding to advertisers’ urgent need for increased visibility and impact of their digital campaigns.

I’ll get back to a more complete post on this subject, once I get some feedback from this week, which will be a huge leap forward in making this type of ads come true all over the web.

More posts from me on the subject of reactive ads:

Reactive advertising - a meme is born
Quality of social networking ads
Reactive ads and the Web 2.0 expo

Wish me luck!