For instance, VigLink adds links to an article based on the content (like linking to Ticketmaster in music coverage), which compliments Sovrn’s data and analytics service.
“It’s going to circle back to publishers when we’re able to tell a marketer their campaign led to X% higher clicks on product links across the web,” Knapp said. Sovrn could also potentially start packaging audiences based on VigLink data, like recent audiences who clicked to find out more about the new Audi model or a Samsung phone, to sell with data marketplaces like LiveRamp or The Trade Desk.
The ad tech business is still a plurality of Sovrn’s revenue and is more stable and predictable since the demand increasingly comes via major players like Google and Amazon, he said. “But the bulk of the commercial value created by publishers isn’t going to be captured in the form of transactional ad tech.”