Glam, Stylefeeder, and Shopping.com: A good job

Update from TheFind.com:

Siva Kumar from TheFind.com was nice enough to respond to this post. Siva, I just checked your uniques, you guys have come quite a way since the days of FatLens and online ticketing comparison shopping.

Are there similar integrated partnerships in the works for TheFind.com along these lines of layered integration? Thanks for responding.

—–

Those of you that read this blog consistently, know that Glam is often a target for criticism and a frequent member of the “gaming the ratings” vertical.

However, the current deal between Stylefeeder and Glam reeks of, well, value. In fact, there is a third participant of this deal, Shopping.com, that is winner as well. Let’s see if the product takes off, but the concept of it makes a ton of sense.

According to Mashable, it works like this. StyleFeeder introduces Shopping.com content on their site in an interface that is designed more appropriately for the constituency, women. Stylefeeder aggregates the users and reduces production cost with Shopping.com “content,” or product feeds. The addition of Glam is pretty smart as well as the added CPM pricing will allow for higher distribution purchasing power to the entity, while putting purchase minded customers in front of the brand advertiser.

The triumvirate creates maximum pricing power for search keywords and maximum revenue per click on list management or other forms of distribution.

Additionally, none of these companies could have harnessed the traffic themselves in a scalable fashion. A deal like this usually doesn’t get done because of the coordination needed, so kudos to the business leads on this one. You could say the short term winner here is Stylefeeder, who managed to insert themselves in with two stronger “brands” with more funding.

To review…

Shopping.com provides the backend and the service rate (a large selection of products)
Stylefeeder personalizes the content to increase conversion
Glam serves advertising on top of the content, increasing the CPM, while increasing valuable inventory and reach.

Two thoughts in conclusion:

– Do brand marketers understand the competition for their brand eyeballs in the sense of this partnership? Do they care?

– I’m wondering if TheFind.com will come up with a similar campaign with Sugar or other?

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