‘Egalitarian’ social network Weblo hires Wolfstar

Weblo bills itself as an ‘egalitarian’ social networking site that champions the fair distribution of income. It encourages users to ‘sell themselves’ as advertisers.

The ‘Calculate your InterNET worth’ application attributes a value to users’ ‘digital assets’, such as posted YouTube videos and personal blogs on the Blogger network. The site then uses demographic and geographic data to match advertisers to users. Costs for advertisers start at around £2.50.

‘There has been much debate about whether it’s right for owners of web companies to profit from what is essentially other people’s work,’ said Weblo founder Rocky Mirza. ‘These sites provide a vehicle for people to interact, but most of the useful content is created by users. It’s only right that some ad revenue goes back to those who make it worthwhile for the advertiser to be there in the first place.’

User-generated content will generate £2.5bn in ad revenues this year, said Wolfstar account manager Sebastian Mysko.

The agency was founded by Stuart Bruce in May.