BuzzLogic, an online influence-targeting company and social media ad network, launches the general availability of its Conversation Ad Network. At launch, the Conversation Ad Network includes more than 500 sites across key categories including entertainment, politics, technology, fashion and sports. Combined with its partner networks, BuzzLogic represents a total reach of 2 billion monthly impressions.

In beta since June 2008, the Conversation Ad Network is designed to reward bloggers leading influential conversations on specific topics with quality brand advertising and more advertising revenue. Bloggers are either invited into the network or can apply to join, and receive compensation based on the influence ranking within BuzzLogic’s system, which considers factors such as subject matter expertise and the nature of linking relationships as part of its calculation.

Unlike vertical networks that target based on category, the Conversation Ad Network targets ads based on the trusted relationships formed between blogs engaging in conversations on specific topics, as well as each blogger’s credibility on that topic. And, while many large ad networks have a significant focus on remnant ad sales, BuzzLogic’s ad serving platform ensures only high-quality brands will appear in the network.

“We’ve seen a strong correlation between campaign effectiveness and the quality blogs our technology is able to surface since launching our targeting platform last year – now we’re expanding our targeting approach to our own network of sites,” said Rob Crumpler, CEO of BuzzLogic.

The explosion in user generated content has driven advertising dollars away from traditional portals and toward niche sites with highly-engaged audiences, creating a need for specialized networks that target social media. In fact, according to the IAB, the use of ad networks surged from 5 percent of total ad impressions sold in 2006 to 30 percent in 2007. Blogs have fueled the overall growth of the social media category, with 25 million active blogs, and more than 104 million active readers (eMarketer). Blog also represent a highly-engaged reader; 65 percent of blog readers say they access blogs explicitly to gain an opinion (Synovate).

BuzzLogic’s patented algorithms identify influential online discussions on any topic, allowing marketers and advertisers to identify opinion leaders for the purposes of relationship-building or highly targeted advertising.