“Non-walled garden publishers and media brands are sitting on valuable assets, but need to have more creative capabilities for their data to match the effectiveness of the digital platforms,” said Moreau.
The ability to hone category-specific segments is the primary selling point on the supply side. “We have a lot of rich 1st party data within high-demand audiences,” said Andrea Rego, director of programmatic and data management at newspaper conglomerate GateHouse Media, an early partner in the Link market.
“Link allows us to carve out segments across all of these high-demand audiences,” said Rego. For instance, to capitalize on the spike in rates for precise political audiences, GateHouse can develop segments to meet that demand.
Sellers and buyers on the platform don’t have to be Krux clients, though for the moment they almost entirely are. Moreau said that a few media suppliers had been targeted and on-boarded to source “unique audiences and data sets we needed,” though he wouldn’t reveal specific publishers.