Atom adds fresh end user targeting, and is building an outbounding system
Programmatic ad targeting is by now live for those who opt in.
Atom users are accustomed to receiving signal alerts. These alerts show when someone develops a fresh website on a second level domain that matches one of theirs, or when a matching firm name is added to Crunchbase.
Today, I received my first alert since Atom added app store matches. Now, you can see if your domain matches the name of an active iOS app.
When I clicked through the email to Atom’s signals page, I noted two fresh programs Atom is working on to help domain owners reach entities from Atom’s matches.
First, Atom is testing programmatic advertising targeting firms that use the name. It will attempt to target firms that match, but it will also extend beyond those firms. The ads will also usually show other domains on Atom in addition to yours. This is right now free but requires an opt-in.
Second, the firm is working on an outbounding system in which Atom will personally reach out to prospective buyers who match one of the signals. This is an interesting idea, and I think the firm needs to tread carefully — sending a message to someone with an active business matching your name ought to be done carefully to prevent cybersquatting claims.
