Synacor, experienced in SaaS sales, will apply that expertise to boost Technorati’s SmartWrapper header bidding solution and Contango yield monetization tool. Synacor is also testing those products for use on the existing portals it manages.
SmartWrapper in particular will help expand programmatic monetization for Synacor-managed properties. It sells advertising through a direct sales force, ad networks and, most recently, programmatically. SmartWrapper will bring programmatic revenues up further.
Since portal companies often have logged-in users, there’s an opportunity for Synacor to develop a deterministic user base and solve for cross-device identity. Synacor offers Cloud ID, a SaaS product, that allows its network and hardware customers to offer single sign-on and authentication across devices.
Calling Cloud ID an “important asset” of the company, Bhise said, “We don’t use it in our DMP or ad products today, but as we fast forward to the future and think about what makes advertising valuable to advertisers,” that includes things like audience targeting and cross-device identity.
Synacor will retain Technorati’s team of a dozen employees and will formally open an office in the San Francisco Bay Area, where Technorati is headquartered.