PubMatic this month announced the launch of Audience Encore, a way for publishers to monetize audience data. Audience Encore enables publishers to activate both data and inventory on programmatic, via deal IDs. The first partners integrated are National CineMedia (NCM), Investing Channel, Audigent, H Code, and Lotame.
“We’re excited to better serve our financial services partners with access to our audience of 25M retail investors and financial professionals. Audience Encore has allowed us to extend this value at scale via our InvestorMatch program, in a privacy-safe way that will allow us to create many new revenue streams to grow our business” said Matt Kelly, VP of Advertising at Investing Channel.
Pubmatic says publishers who have first-party data can start monetizing directly in the programmatic environment alongside their inventory sales. Publishers and data companies get real-time reporting on audience segment performance.
“By creating Audience Encore, it was our mission to fundamentally change the way marketers and data owners transact on audience data by giving more control to the data owner and better ROI for the advertiser,” said Alex DeSanctis Vice President of Audience Solutions at PubMatic.