Burst Launches Ad Network for Moms Because Moms Click Ads

Boston-based advertising network Burst Media has announced the lauch of a new "mom-centric" advertising network. The Burst Moms Network is comprised of 150 websites with "content targeted to this important demographic segment." Burst Media is one of the longest running online advertising networks.

In my research over the last 12+ years, moms click ads more than any other segment. So it makes sense that Burst target this demographic. Will Burst be successful with this moms network? Sure if they can sell ads into the network. I believe they are seriously struggling on selling ads into the technology channel.

From the note to Burst publishers, "Burst created the Moms Network to give advertisers a focused set of high quality websites – centered on the needs of young mothers – in a fully transparent environment." Double points for including "transparency" in the release – what does an ad network have to do with transparency?

Updated January 8 – I received an update from Chief Marketing Officer David Cooperstein, "As you will know from being a publisher on Burst Network, we offer publishers and advertisers full information about each other – reative, campaigns, and eCPMs for publishers, and site lists, performance, and publisher information on the advertiser front."

Unfortunately Burst along with many of the other ad networks are still stuck in 1996. I’ve been with Burst since they began and have seen no innovation whatsoever. I am working on a longer post about this topic in general but am continually disappointed by the lack of innovation. 

Editor’s note: Burst handles an ever-shrinking portion of ads on CenterNetworks.