Liquid, an ad tech platform with access to over 100 million first-party profiles, has announced the acquisition of San Francisco-based CommandIQ, one of the leaders in predictive CRM. CommandIQ’s former CEO, Noah Jessop (left) will join Liquid’s ever-growing data and analytics team as the company’s new Head of Data and evangelist for the newly branded LiquidIQ platform.
As Liquid’s new Head of Data, Jessop will head up data strategy and audience products, with a focus on formulating the go to market plan to best leverage PCH’s first-party data. Prior to founding CommandIQ, Jessop co-founded and led LuckyLabs Studios, an early mobile gaming technology company based in Boston.
The acquisition is part of a larger strategic vision for Liquid, which was founded in 2008 as a mobile-focused company providing performance marketing campaigns for a variety of finance, insurance, educations, and lifestyle businesses. Liquid was then acquired by Publisher’s Clearing House in 2011. Then, earlier this year, Publishers Clearinghouse also acquired Plethora Mobile, a leading mobile DSP, and combined the team and technology with Liquid. The CommandIQ acquisition is the latest investment by PCH to leverage its vast resource of first-party consumer data.
With this acquisition Liquid clients will now be able to match, manage, and push available advertising touch points to the correct behavioral channel displayed by a prospect or consumer via the LiquidIQ platform. Clients will have the opportunity to leverage their own CRM data independently or in conjunction with PCH first-party profiles to precisely measure and optimize the customer journey and marketing media reception.
“It is our intention,” says Steve Bagdasarian, General Manager of Liquid (left), “to not only enable reliable intent-based 1st party commerce data from PCH to advertisers and marketers, but also to help enable a collaboration of look-a-like modeling and life-cycle marketing, led from mobile devices, to be present for marketers in activating their own 1st party CRM data. To get someone of Noah’s caliber and a platform technology with the strength and depth offered by CommandIQ accelerates PCH’s ad stack immensely.” –
Jessop cited Liquid’s fast-growing client roster and vast reservoir of first party data, along with recent high-profile team additions, as the driving factors behind the acquisition. “The vision of Liquid, as well as their passion and tremendous depth of talent are second to none within the industry,” says Jessop. “Together, we can go to market with something that is truly unique in the current landscape.”