Purch Is a Publisher With a $24 Million Business in Licensing Ad Tech
With publishers realizing that they can no longer be wholly dependent on ads for their revenue, Purch is getting more serious about selling proprietary technology to other publishers.
Purch — a commerce-focused publisher that owns tech and product review sites such as Tom’s Guide, Top Ten Reviews and Live Science — is profitable. It makes about $120 million a year in revenue, with about 20 percent coming from ad tech products that it licenses to 25 publisher clients, said Purch CRO Mike Kisseberth. Over the next year, the company plans to grow its number of publisher clients to roughly 40, and have its tech licensing operation account for about 25 percent of its overall revenue, he said.
Purch began developing its own ad platform nearly four years ago. What’s changed is that the company has gotten more serious about licensing it to other publishers. In December, Purch broke out its tech licensing business into a separate unit, called Purch Publisher Services. About 60 of Purch’s 400 employees work on Purch’s tech platform at least part of the time, and 10 work on it full-time, Kisseberth said. These employees are made up of salespeople, engineers, data scientists and support specialists.