By AdExchanger

The Sell Sider” is a column written by the sell side of the digital media community.

Today’s column is written by Doug Llewellyn, chief operating officer at Purch. 

Digital publishers are worried about how publishing platforms meant to speed up mobile load times, such as Google’s AMP, Facebook’s Instant Articles and Apple’s News, will impact their bottom lines during a period of already-declining ad revenues. A quick look back at some recent history shows why. 

First, publishers saw Facebook cut down their referral traffic in favor of keeping readers within its app and site. Then it launched a mobile publishing platform that promised the traffic back, but at a fraction of the ad revenue and the users would stay within Facebook’s domain. Next, it introduced Instant Articles as a faster-loading alternative to mobile web browsers. 

Sensing an opportunity, Apple and Google recently jumped in with their own platforms aimed specifically at mobile users. While there has been and continues to be some panic within the industry as revenues fall, we need to keep the bigger picture in mind. 

Relying strictly on an ad-supported publishing model is today about as realistic for a publisher as preventing digital piracy once was for the CD-based record industry. As that industry learned, new paths to monetization are always possible as long as the underlying demand for a quality product remains. Restricting access to one platform or another is not generally feasible in the long term.

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By George Demopoulos

It was a match made in co-working heaven.

Denver-based rebate website Active Junky was purchased in September by consumer reviewer Purch Inc., bringing the outdoor company’s subscribers and its Denver office into Purch’s portfolio.

“We weren’t looking to sell, but we had met Purch at Galvanize and there was a great fit with our company,” Active Junky co-founder Kevin McInerney said. “We were attracted to the fact that we could use software that we built for outdoor sports and use it across all of Purch’s brands. It was about taking the technology and expanding it within Purch’s umbrella.”

Active Junky runs a website that shows deals and discount coupons with links to buy outdoor products from brands like REI, Kelty and North Face. If a user decides to buy a product using Active Junky, they receive a rebate after the purchase and Active Junky receives a commission from the vendor.

Purch Inc., which publishes product reviews for technology, acquired Active Junky in September for an undisclosed amount. Purch maintains offices in Ogden, Utah; New York City; Los Angeles; Boston; and Paris, and will work out of Active Junky’s office in Galvanize.

The company will keep Active Junky’s 10 employees, McInerney said.

Purch’s COO, Doug Llewellyn, said his company’s acquisition was driven by two factors.

“First and foremost it was their loyalty platform,” Llewellyn said, referring to Active Junky’s rebate program. “We have a large brand portfolio serving 100 million users every month. But we don’t have any membership or loyalty programs, and we really like how Active Junky engages with its users.”

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