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.

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.

In December, Purch broke out its tech licensing business into a separate unit, called Purch Publisher Services. By licensing software, Purch is aiming to build a revenue stream in an area that most publishers have avoided. This is because most publishers don’t have the resources or patience to build their own ad tech, let alone build tech that can be licensed to other media companies.

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