Outside of Google, Captify claims to be the largest holder of search data by aggregating on-site queries through partnerships with publishers and e-commerce sites.
David Fischer, Captify’s president of North America, believes the 33bn monthly searches gathered outside of Google’s walled garden power Captify’s managed service offerings. So to grow, he is preparing to integrate that data into demand-side platforms (DSP).
“We have moved to a world where programmatic and trading desks are the primary activation platforms for agencies and marketers,” said Fischer.
“So what we've done is launch solutions, like a programmatic search intelligence solution, to allow us to essentially provide our data and curated media offering ... directly to a DSP of choice for the advertiser so they can activate through their trading desk, as opposed to having us activate in a full managed service capacity.”
Fischer, who joined the company in August after leaving Sizmek a month earlier, said Captify will push its programmatic offering "hard" in the first quarter of 2020.
Many of Captify’s commercial efforts will be focused on providing that integrated solution to the agency community, trading desks and programmatic activation partners.
“It's a nuanced proposition,” Fischer said. “It's not simply serving a third-party taxonomy [through a] DSP and letting a trading desk go at it. It's really about developing truly unique media opportunities that are infused with our data... through deal IDs that can be taken advantage of in the marketplace.”
Fischer said the UK-based Captify has a sales team of around 20 in the US that is getting ready to push the programmatic offering to its existing client base.
“There's a lot of nuance as to making them work the way you want them to, so having a team to provide that TLC in that service layer is really important,” he said.
The sales team won’t grow rapidly, but Fischer expects to up the headcount in “markets that make sense”, namely Chicago and New York. Fischer also said Captify will likely expand into Toronto.
Advertisers mostly use Captify’s search data as a performance marketing tool to target consumers across the web. Fischer said, given increased demand, Captify will be moving “upstream” into video, especially connected TV.
Captify has started working with partners to match its search data with partners’ identifiers for connected TV (CTV) inventory, in order to understand CTV viewership and target audiences at the household level.
Captify does not gather search data from Amazon.