Blaze: WordPress introduces native ads promoting content

Blaze: WordPress introduces native ads promoting content
Blaze native ads

Automattic last week launched Blaze, native ads in WordPress.com and Tumblr ad network, paid by bloggers using WordPress that want to promote their posts.

WordPress launched initially Blaze ads in April 2022, in Tumblr, where users could place ads on other Tumblr pages. Now Blaze was extended to all WordPress blogs using Jetpack.

How a post promoted using Tumblr Blaze looks like
How a post promoted using Tumblr Blaze looks like

According to WordPress, Blaze ads have over 13.5 billion impressions per month from millions of active daily visitors. Blaze ads can be activated by WordPress bloggers starting from $5 per day, up to a maximum of $50 per day.

Content creators can activate the ads when viewing the post or page list in WordPress.com dashboard. WordPress says publishers need to click the ellipses (three dots) next to any individual post or page to bring up a new menu, then click “Promote with Blaze.”

Promote with Blaze
Promote with Blaze

The language needs to be set to English, as Blaze ads are initially available only in English. Jetpack’s JSON API module needs to be enabled.

Content creators - now advertisers - can target location and contextual topics like movies or sports. WordPress uses Verity and Grapeshot (Oracle) for brand safety.

Campaigns are billed weekly on CPM basis. Advertisers have access to impressions and clicks.

The Blaze native ads have a title (23 characters), a snippet (70 characters) and an image.



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