Dive Brief:
- Content monetization platform Skimlinks launched a programmatic targeting service, Audiences by Skimlinks, that gives publishers audience segmentation built from its 1.3 billion users’ activity, such as browsing data, across Skimlinks’ publisher network.
- Skimlinks will share data revenue across its network of 55,000 publishers.
- According to Skimlinks, the new platform is available on most major buying platforms (DSPs).
Dive Insight:
“We've been observing the increasing power that platforms such as Facebook and Google have due to their scale, and are concerned about what that means for independent content creators as they try to negotiate advertising terms or understand the broader shopping intent of their audience,” said Alicia Navarro, CEO and co-founder of Skimlinks, in a statement.
The 55,000 publishers on Skimlinks’ network will have access to audience segmentation based on the anonymous browsing, clicking and conversion data of its more than 1.3 billion unique users engaging with content across the network. According to Skimlinks, fashion and beauty, consumer electronics, home and lifestyle, automotive, and entertainment verticals currently stand to most benefit from the new service.
Navarro added, “Skimlinks has always been a publisher-driven company, and we are leveraging our scale now to empower our publishers. With Audiences by Skimlinks, individual publishers that are part of our co-operative will benefit both with data revenues and audience insights, in ways that they couldn't achieve on their own. It's about giving power to the publishers, so they stand a chance against the power of the platforms.”