Publisher representation and data monetisation
If you own an audience or dataset and want somebody to take it to market, LeadScale can prepare it, package it for buyers, represent it and make the sale.
The work covers the commercial journey from an asset that exists inside your business to something that can be presented to buyers. LeadScale also has direct experience of the model: LeadScale Labs, a separate company in the group, originates and monetises its own first-party data on the LeadScale Engine™.
Taking a data asset to market
Representing data involves more than making a file available.
The information has to be organised into something a buyer can use. It needs to be packaged around the way it will be bought. Somebody then has to take it to market, deal with interested buyers and complete the sale.
LeadScale provides that work as a managed service.
This is different from content syndication, where LeadScale is buying publisher supply on behalf of an advertiser. Publisher representation works from the other side: the starting point is the audience or data asset the owner wants to sell.
Why LeadScale does this work
LeadScale Labs provides the clearest precedent.
Labs is a separate company within the LeadScale group and operates as a technology-enabled publisher. It originates and monetises its own first-party data using the LeadScale Engine.
That means the representation service is based on work LeadScale already performs with data it originates itself: preparing it, packaging it and taking it to buyers.
The Engine supports the underlying data work without becoming the marketplace. The service remains a managed commercial operation carried out by LeadScale.
How representation works
- Host and enable the data. LeadScale can provide secure hosting as part of making the asset available for the work.
- Sort, organise and prepare it. The data is put into a state in which it can be packaged for a buyer rather than remaining an internal dataset.
- Package what is being sold. Depending on the asset, that can mean preparing data as updates or as audiences.
- Represent it and make the sale. LeadScale takes the packaged asset to buyers and handles the selling activity.
Where a buyer has a defined specification, the Engine can also count the records that meet it.
The commercial terms, buyer arrangements and ownership questions are agreed before the service proceeds; they are not assumed by the technology.
What you get
The output is a prepared and packaged data asset being actively represented to potential buyers rather than sitting unused inside the organisation.
LeadScale handles the work required to take it to market, while the exact commercial terms are dealt with for the individual engagement.
For records created through the LeadScale Engine, source, timestamp, lineage and consent information can be recorded with the record as it is created. That is separate from whatever evidence already exists on data supplied by the owner.
Frequently asked questions
What kinds of data can LeadScale represent?
The service is intended for publishers and other data owners with an audience or dataset they want to take to market. Whether a particular asset is suitable depends on the data itself and what buyers could use it for.
Does the data have to be prepared before we speak to you?
No finished sales package is required before the conversation. Preparing, organising and packaging the asset is part of the work LeadScale can perform.
How are the commercial terms set?
Pricing, revenue share, buyer terms and other commercial arrangements depend on the engagement and are discussed directly before the work proceeds.
Is this the same as selling leads through content syndication?
No. Content syndication services is an advertiser-side service in which LeadScale runs syndication programmes. Publisher representation starts with a data owner or publisher that wants its own asset represented and sold.
Tell us what data you want to take to market
Bring a description of the audience or dataset, how it is currently collected and what you believe makes it useful to a buyer.