As advertising gets more creative, one of display advertising's innovations has been putting ads in CAPTCHAs. Publishers can monetize a part of their site that was once just a security measure.
offers a self-service platform to allow publishers to do this. On Tuesday, the company is rolling out Solve Media Premier, a solution designed to offer more consultative services to larger publishers looking to offer more integrated programs.
Solve's type-in platform asks the user to type words from an advertiser and can include rich media such as video.
The campaigns are measured by impressions as well as the type-through rate (how many people complete the typing in the CAPTCHA). Ari Jacoby, CEO of Solve Media, said the service typically sees type-through rates of more than 30 percent as well as click-throughs of 2 to 5 percent.
Like an ad network, Solve develops relationships with the advertisers and agencies and splits the revenue 50-50 with the publisher.
Jacoby said the platform capitalizes on the continuing need for publishers to launch more engaging advertising, and monetize beyond the banner. “We're creating new inventory and creating new revenue for them,” he said.
The new platform unveiled today will focus on larger publishers with either 100,000 CAPTCHA solves or 1 million uniques per month. Solve's in-house creative will work with these publishers on more integrated campaigns and optimization or targeting.
"They can bring in their advertisers and we can tailor our offering so that it makes sense for their audience,” Jacoby said.