Wikia runs what it calls a "collaborative publishing community," which includes user-generated content within roughly 250,000 communities that cover virtually all aspects of popular culture and current events. Krux is best known for its cloud-based consumer data management products and for helping publishers protect and manage their first party data.
In addition to a price lift thanks to Krux's system, Wikia claims upwards of 60 percent more engagement with industry-standard display formats, and for clients measuring click-through on both content and advertising, upwards of 200 percent higher performance. It will be interesting to see if this a one-time boost from turning on the data management switch, or whether the two will be able to not just maintain these numbers, but continue to build on them.
Naturally, Wright and Ben Crain, VP for marketing and corporate development at Krux, are positive that they can. In terms of finding the motivators within Wikia's audience, it has worked with Krux to find the most avid chroniclers of a given subject -- say, gaming, for example -- and then looks to the audience who expand on the original post.
"It’s a unique take on what many publishers are doing in the data space,"Crain said. "It shows the considerable advantage that comes from the privileged first party consumer and the marketing relationships they have. It expands their monetization opportunities to reach category of spending that that might not have had as broad an access in the past."
Crain describes Krux's role as providing and "enabling function" for Wikia, which can set up data management platforms that can stitch together their internal analytics and match it with data from third parties. "It’s important to have turnkey access to myriad third party sources so you can go in and select which ones are right for a given point and which audience segments are most valuable for a particular marketer," he said.