AddThis has launched an online marketplace featuring tools that let publishers serve more targeted content to Web site visitors. The company also expanded offerings of recommended content and made improvements to its analytics dashboard.
AddThis' platform reaches about 1.6 billion unique consumers monthly, supporting more than 14 million domains worldwide with social sharing tools. Its technology processes more than 300 terabytes of data daily.
The marketplace houses the AddThis Tools Gallery where marketers will find free and subscription-based Pro widgets designed to drive online content engagement and personalization.
AddThis Pro widgets highlight content recommendations that the company said drives click-through rates that are more than 50% higher compared with AddThis’ basic trending content recommendation tools. The company also will open the marketplace to select third party app and widget developers by the end of the year.
Earlier this month, comScore released its ranking for May U.S. desktop Web properties. AddThis topped the Ad Focus rankings with a U.S. Internet reach of about 98%. Google followed at No.2 with 80.7%; Outbrain, 79.3%: Yahoo Sites, 77.4%; and ShareThis, 73.5%.
The analytics tools identify the most shared type of content to help marketers target relevant ads. During the 2014 Sochi Olympics, AddThis analyzed social sharing activities on Twitter, Facebook, Google+ and VK, among other sites. It turns out content based on humor, human interest, and politics was shared more often than stories about specific sports or athletes.
Americans, Dutch and Germans were more likely to share humorous content, while Norway, Canada and the United States shared human interest stories most.
Venus Imaging Education, publishers of PLUS Model Magazine and Daily Venus Diva, among others, relies on AddThis to serve relevant content to site visitors reflecting their personal interests.