Though BitTorrent won’t monetize the download data, the company takes 10% of Bundle revenues, with the remaining profit going to the publisher or the artist. And Mason said BitTorrent uses that revenue to run the Bundle ecosystem.
It makes sense that BitTorrent is pushing its Bundle program to reassure advertisers of its legitimacy. While BitTorrent publishers are generally musicians, filmmakers and independent creators, the company really wants to attract brands, most of whom are reluctant to advertise on a site commonly associated with illegal file sharing.
“Bundles are a safe place for advertisers to be because all the content is legal, licensed and uploaded directly from the content creators themselves,” Mason explained. “We’ve never been in the business of selling ads around any content that wasn’t legal or licensed. We strongly condemn piracy.”
He emphasized that BitTorrent properties are “a safe place for advertisers to be.” In 2014, singer, songwriter and Radiohead frontman Thom Yorke debuted his album on BitTorrent – a “great initial experience” for the company. The album had 4.4 million downloads.
“Now it’s about improving pay gate, improving the ecosystem and opening up the bundle system to more publishers,” Mason said.
“Adzerk’s focus is to enable native advertising,” Adzerk CEO James Avery said, claiming the company serves about a billion impressions daily across all its clients. “What BitTorrent’s doing with Bundles is a great example of native advertising. They have a native unit they’re running that’s specific to them and that uses our native API to build innovative native products.”