Skimlinks’ data co-op is different in three significant ways:
1. It is a blind co-op: Advertisers do not know who is contributing to the resulting Audiences by Skimlinks segments, and Publishers are not allowed to know who is buying. Other co-ops, like the Pangea Alliance, can be open to both parties.
- Other ones - things like pangea - are open on both sides.
2. Skimlinks’ co-op operates as a marketplace: We monetise the data and share the revenue with contributors. Not all co-ops are focused on monetization. Some publisher co-ops focus on data sharing to help them increase the yield from their own ad inventory -- but without direct monetization of the pooled data asset.
- Skimlinks also helps publishers enhance their yield through the return of free Audiences by Skimlinks segments for being part of the co-op. It is up to the individual publisher to use this data to increase yield through their own sales efforts.
3. Skimlinks add value and expertise to the pooled data: As the co-op hosts, Skimlinks add value to the raw data by contributing our product metadata and data sciences expertise to segment creation. Other co-ops are simple sharing vehicles, giving each member access to more raw data, but without adding value to the output of the co-op.