Dive Brief:
- Liquid, the ad tech platform of Publishers Clearing House (PCH), made its more than 100 million first-party data profiles more valuable for clients after purchasing CRM provider CommandIQ.
- Terms of the deal were undisclosed.
- PCH claims to have a first-party relationship with 70% of U.S. households.
Dive Insight:
The deal puts Liquid’s database of more than 100 million first-party profiles to work within CommandIQ’s CRM tech. Liquid General Manager Steve Bagdasarian predicts the deal will bring about a new era of combining CRM with marketing platforms and targeted advertising.
The newly combined entity will allow clients to use their customer data for targeted campaigns. It will also allow them to add more data to the mix by combining their data with PCH’s first-party profiles to find look-alike matches in line with the target segments for individual campaigns. The combined tech has the potential to dramatically expand the scope of the target audience. Marketers using Liquid will also be able to engage in cross-device tracking through deterministic targeting which is more accurate than probabilistic tracking.