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Tumri's network merchandising

Tumri wants to help retailers spread their products across a number of Web sites. Essentially, it's a bit like Google's Adsense, whereby any publisher can be the distributor of Google's ads. It's like Edgeio's model of letting publishers be distributors of Edgeio's classified lists. Tumri is a smart idea if it can help retailers find their target market for a specific ad across the fragmented Web. Getting a specific product, say carbon fiber bicycles, distributed across the right sites with the target audience is a tall order. Additionally, Google's advertising Adword clients can create ads for specific products as well and be distributed across Google's Adsense network. After all, merchants are advertisers. Going after the merchant market is essentially the same as going for the advertising market. Look what happened to eBay's merchants. They too are Google advertisers. That said, I like the idea. Additinoally, the cost for merchant is based on performance. To that end, they'll only pay per click. Tumri will probably have to deal with clcik-fraud issues, but for starters, it's a fair way to go for merchants., unless they push for a click-per-action or click-per-purchase model. The trick for Tumri (and Edgeio) is to increase the relevance on the ads for each site. I plan on becoming a Tumri distributor. I'll let you know what I think of the experience over time.


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