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A Winning Web Formula

December 5, 2008
by Kate Greene
Contributing Writer, MIT Technology Review

Kate Greene

As online advertising money starts shrinking in the economic downturn, some researchers are looking for ways to make the most of every single dollar. Recent research from HP Labs in Palo Alto, Calif., shows that it’s possible to predict, with reasonable accuracy, how popular an online video clip or news story will become simply by looking at how well it does within the first few hours of being posted. If content providers can predict how many views a video or article will get over a set period, then they can match the most popular items with specific high-dollar ads. Additionally, content providers can place potentially popular content in eye-catching spots on their site, further increasing the number of people who see it and the accompanying ads.

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