Disqus keeps improving both as a commenting and discussion platform but especially as an advertising platform.
Disqus gets in right in a critical way. They aren’t selling their advertising strategy to only publishers or only advertisers. They also aren’t leaving out users.
Just as we talk of Discovery as a combination of three things (paid search, SEO and social media marketing), Disqus is using the term “Discovery” as the linchpin for their strategy towards both publishers and advertisers (and especially users).
In addition, it keeps on improving its algorithm to increase the targeting of the content it recommends. Relevance is key here; it means that publishers can boost page views and drive traffic to advertisers without annoying their readers. This is the challenge of Disqus’ model, but also its power, as it focuses on three parties at once: publishers, advertisers and users.
We’ll be experimenting with Disqus’ model in a few weeks with a new client and can’t wait to see the results. We’ll def report back when we have some hard data.
In the meantime, go explore how comments, discussion and user interaction can also mean a better experience for your business for you and the people you’re trying to have discover you.