Corbis & NetSeer Announce In-Image Advertising Partnership

Posted on 9/28/2015 by Jim Pickerell | Printable Version | Comments (2)

Corbis and NetSeer have announced the launch of the industry’s first global programmatic platform for premium in-image advertising. The platform enables advertisers to programmatically target and buy premium In-Image advertising content while providing new monetization opportunities for publishers to thrive utilizing the visual content on their websites.

“With the Corbis and NetSeer partnership, brands and advertisers finally have access to the same delivery, tracking and measurement tools for in-image ads that they apply to their existing display, social, mobile and online video campaigns.”

Publishers are beginning to make in-image ad inventory available. However, many have experienced difficulty pairing inventory with relevant and qualified ad buyers. In this context there are significant benefits from the Corbis and NetSeer partnership, including:

    •    Corbis and NetSeer deliver a comprehensive number of demand partners to provide 100% fill rates and offer best-in-class monetization for publisher in-image inventory
    •    Corbis and NetSeer offer industry-leading CPMs through a combination of NetSeer’s partner network and Corbis’s unique relationships with brand advertisers via its Branded Entertainment Network (BEN) service
    •    Corbis and NetSeer improve the user experience of advertising by incorporating relevant, context-sensitive ads directly in line with content
    •    Corbis and NetSeer help improve engagement and reduce content costs via specially priced subscriptions to Corbis’s exceptional news, sports, entertainment, and celebrity image content
The relationship between Corbis and NetSeer drastically changes the playing field and can deliver relevant ads on every image with minimal impact on user experience by providing publishers with oversight to ensure the boundaries between editorial and advertising are being appropriately upheld.

“For in-image advertising to make sense for major brands, it needs to deliver sufficient scale, and to align precisely with the rest of their marketing strategies,” said Gary Shenk, CEO, Corbis. “With the Corbis and NetSeer partnership, brands and advertisers finally have access to the same delivery, tracking and measurement tools for in-image ads that they apply to their existing display, social, mobile and online video campaigns.”
“Corbis is synonymous with premium visual content and our partnership will only accelerate and expand our collective capability to deliver advertising that connects audiences to brands with relevant and compelling image-based content. It also gives editorial departments, unrivaled access to high quality content from news and sports to entertainment and celebrity content, coupled with premium advertisers and unrivaled relevancy and audience targeting to every image without corrupting the editorial content,” said John Mracek, CEO, NetSeer.
"The partnership between Corbis and NetSeer has allowed us to maximize monetization of our photo content,” said Brian Kroski, Chief Digital Officer, American Media Inc. “Before selecting Corbis and NetSeer, we carefully compared the alternatives and the results we’ve seen have been great: Our RPM’s are higher, our fill rates are excellent, and we are attracting higher quality advertisers. All in all, the companies' offering significantly improved our revenues."

While this is directed toward publishers, and currently only relates to news, sports, entertainment, and celebrity image content, in theory anyone who license’s online use of a Corbis image could take advantage of this opportunity. When someone looks at a website where the Corbis image appears an ad could be delivered under the image. The ad would be appropriate to the content on that site, and hopefully relevant to the particular viewer. Netseer will track each viewer, but if they have no previous information on the viewer it may be difficult to determine what relevant is for that individual. The system will work best for viewers who are very active on the Internet and of whom Netseer has been able to collect a lot of data from a variety of sources.

Advertisers pay when someone clicks on their ad. The site operator will receive a share of the revenue collected from the advertiser and may be able to offset some of the cost of licensing the image.

Netseer and Corbis receive shares of the fee the advertiser pays. The image creator will probably receive a royalty share of what Corbis receives.

Netseer’s patented ConceptGraph intent engine tracks 2.3B concept relationships derived from the text on the page, the picture metadata, and the user profile, Netseer will then automatically deliver the most relevant ad. The result is pin-point accuracy to the ad delivered, resulting in a higher CTR (click-through rate).

This is similar to Getty’s arrangement with Stipple that was launched in August 2013. Stipple shut down its operations in April 2014.

Copyright © 2015 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to:  


  • Deric Shengchun Jin Posted Sep 29, 2015

  • Morgan David de lossy Posted Sep 29, 2015
    Does the contributor earn a share of the advertising revenue?

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