OneRiot Tries to Monetize Real-Time Search

Real-time search engine, OneRiot is taking advantage of the continual increase in popularity of users needing instant results by incorporating ads into their engine. Now, the real-time search engine is launching RiotWise Trending Ads, a stream of ads that match trending topics throughout the social web. What does that mean for real-time search, and how does RiotWise work?

RiotWise will match trending topics with display ads that are highly relevant to the same topics within an application such as a Twitter client or iPhone app. The idea is that the relevance of the ads with the trending topic will result in higher click-through rates. The system is enabled by OneRiot’s realtime search technology and PulseRank relevancy algorithm.

RiotWise Trending Ads are available via OneRiot’s API, as well as a new Mobile Ad Unit. According to OneRiot, this will help monetize the real-time web–but will it work? One problem with trending topics that users have found on microblogging sites like Twitter is relevance. How will RiotWise distinguish between relevant and irrelevant trending topics?