“Once they start doing analysis on how accurate we are against the demo, all of a sudden we are sexy as a publisher,” said Tom Anderson, head of programmatic at Liquid.
Private marketplaces have grown 350% over the past year, Anderson said. To further drive results, it’s implementing multiple header-bidding partners. Private marketplaces will run through the header, getting a chance to bid on every matching impression.
The publisher, which Anderson said just moved beyond basic targeting in the past year or so, has larger aspirations.
One is turning audience extension from a managed service to a data licensing model.
When buyers want to use PCH’s data to inform their buys elsewhere on the web, PCH must do the buying. But many agency trading desks prefer doing it themselves. In the future, Anderson expects to be able to execute reach extension deals through a private marketplace-style setup, a capability that SSPs haven’t built yet.
PCH’s data also has a depth that hasn’t been fully tapped yet. When Anderson joined PCH after it acquired his mobile DSP Plethora Mobile in 2014, he began connecting the pipes needed to activate PCH’s data for media companies.
PCH has 110 million profiles that reflect three-quarters of US households, according to Anderson. The company also has a $1 billion commerce business that extends far beyond its magazine-selling roots. PCH is still testing how brands can leverage its purchase and behavioral data.
“We’ve been a data-first company for a long time,” Anderson said.
But PCH didn’t use that data for media. In the past year, though, that’s changed, Anderson said, thanks to the company’s investments to make its data actionable for media buyers. “Most of the deals we do now have data attached to them,” he said.