3 Minute Read

This week I got an email that simply made my day. This isn't an unusual email for us to receive, but every time we get one like it, I feel the same sappy sense of pride.

This is that email:

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Now, it is one thing to get emails from customers saying how happy they are. Who doesn't love that? But this email means something entirely different, it means so much more.

What this email has that so few simple "glowing review" emails provide is a clear understanding of just how this Publisher views their relationship with Playwire.

Partner vs. Customer

Our Publishers are far more than just "customers" to us. We refer, very specifically, to our Publishers as "Partners" internally. This isn't an accident, it is very intentional, and it helps us to clearly articulate in a single word just what our Publishers mean to us.

Let's take a second to go over the definition of the word "Partner" just to be 100% clear:

Partner

noun

  1. either of a pair of people engaged together in the same activity.
  2. a person or group that takes part with another or others in doing something.
  3. any of a number of individuals with interests and investments in a business or enterprise, among whom expenses, profits, and losses are shared.

We aren't looking for our relationships with publishers to be transactional. This relationship doesn't just have two businesses that sit across the table from each other trading one form of currency for another.

Instead, it is two businesses "engaged together in the same activity." Two organizations with shared interests and investments, taking part in making something great together.

We believe wholeheartedly that each member of that partnership is just as invested in the other's success.

And seeing clear-as-day evidence that our Publishers feel the same way is just about the best news I could ever ask for.

How Our Publishers Feel

This particular email got me feeling nostalgic, so I went on a walk down memory lane and pulled out some of the other messages we've received that truly highlight how our Publishers feel about being a partner. 

Partnership is a Two-Way Street

One of the side effects we had never thought of to our approach of treating Publishers like partners was the fact that they'd treat us like partners too. Having Publishers who are just as invested in our business as we are in theirs was something we never expected to see, but we are eternally grateful that it has happened.

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"They have been outstanding partners, address issues with haste, are happy to do me favors when needed, and generally have been the best ad partner I've ever had. I'm a big believer in loyalty to those that have helped you succeed. That's Playwire." - Comic Book Publisher

Incorporating New Revenue Streams

One of our favorite things to see is Publishers realizing new streams of revenue. Typically before partnering with Playwire, Publishers aren't taking advantage of premium demand or direct sales, so watching the effects it has on growing their business is one of our favorite moments.

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"We saw results immediately and have seen both premium demand and programmatic revenue from their killer combination of direct sales and full-stack revenue amplification." - David Larkin, Strategy and Business Development at Letterboxd.

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"The revenue impact that Playwire delivered was truly incredible. With such a smooth setup, we were blown away with the full solution they brought to the table from direct sales, revenue amplification to analysis." - Brenan Klain at chess.com

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"Our relationship with Playwire started two years ago and since day one, we have seen an impact on our revenue through better direct sales management, yield management, and management of our ad stack. They have worked collaboratively at each and every step of the way to improve our metrics across viewability, fill rates, and CPM/RPMs" - Abi Arya, Co-Founder of Sandbox & Co.

Building Toward Exclusivity

We pride ourselves on building long and fruitful relationships with our Publishers, and in many cases, they eventually rely on us exclusively to manage all of their ad revenue. To us, being a partner means being invested in our Publishers' businesses, so hearing that we've helped a Publisher take their business to the next level is nothing short of music to our ears.

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"I'm grateful for my partnership with Playwire. I can't believe it has been five years since going exclusive. I remember how nervous I was at the time but it turned out to be one of the best business decisions I've ever made." - Kid's Content Publisher

Final Thoughts

These interactions and conversations are the reason why we do this every day. We've viewed our Publishers as partners from day one, but the degree to which they feel this and reciprocate it amazes me every day.