SeatGeek’s offices are in SoHo Haven, an incubator in downtown Manhattan.  Working here has exposed us to a bunch of cool startups, including Atma.  The guys at Atma are building an innovative app that should shake up the in-text advertising market—a market that has earned a bad rep due to companies like Kontera, which often deliver spammy ads.  Atma’s app eliminates the spamminess and delivers ads that are actually useful.

The Atma guys hacked up a way to integrate their in-text links with SeatGeek.  Thanks to Atma, select words in this blog will now link to SeatGeek event pages.  Let’s say, for example, I’m talking about the Cleveland Indians.  Whenever you roll over the Indian’s name, you’ll see a small popup that links to the SeatGeek page for the Indian’s upcoming game.

Over the next few months we’re going to be making a major push to integrate SeatGeek content into partner sites.  The Atma links will be one way that content sites can include SeatGeek data.  Every time a user clicks one of these links and buys a ticket, we’ll share some of the revenue generated with the content site.  So from a blogger’s perspective, adding a few lines Atma JavaScript gives their site a new feature and an additional revenue stream.

Here’s an example.  The following paragraph is excerpted from a CBS Sports article about the Red Sox.  Try rolling over the team name:

“The Red Sox didn’t get Roy Halladay to front their rotation, but the did add the next-best thing this winter by signing John Lackey.”

This Atma/SeatGeek integration is currently being added to several sports blogs.  We think both bloggers and blog readers will benefit.