We’re excited to be on the ground in New York October 5–8 for Advertising Week, and I'm keeping my calendar open.
I'm not coming just for the panels. We've been building something at Edisource for publishers and events companies, and this is the first time we're talking about it outside a small circle.
Lead Gen has a proof problem
Publishers know their audiences better than anyone: who reads what, which topics they follow, which events they show up for. But most lead products don't reflect any of that. Advertisers get a list of names and one shared asset, and they're less willing to pay a premium for it every year.
Budgets are coming back, but every dollar now faces more scrutiny. The publishers who win that spend will be the ones who can prove attention, not just deliver contacts.
What we're building
Edisense is Edisource's new hyper-personalized lead gen platform for b2b media and events companies. It turns what you already know about your audience into content completely bespoke written for each reader. Then it shows advertisers exactly who, what, where, why and how they engaged— not just who filled in a form.
It's built on the data advertisers can't buy anywhere else: your first-party audience and event data, layered with intent signals. That alone makes each lead more valuable, before a single word is personalized.
And it's not just text. Edisense builds full documents (sponsored content, white papers, infographics, email campaigns) inside each advertiser's own creative and document themes. Every piece looks native to their brand, and every piece is unique to the lead reading it.
Your campaigns are now alive, one piece leads to the next. Campaign managers set the triggers: an engagement score above 50, a download, a CTA click, extra time on a specific section. When a lead hits one, Edisense generates a follow-up piece for them, shaped by exactly what caught their attention.
It's already being trialed with several event cos and publishers. Because the content is personalized per user, they're boosting their usual CPLs by as much as 2-2.5X.
Your team stays in control the whole way: nothing goes out without your review, and the platform comes with all the same safety audit tools publishers have grown to trust with Edisource.
A small first wave
Between now and the end of the year, we're opening Edisense to a small group of pilot publishers. We're keeping the group small on purpose, because we'll work closely with each partner to launch their first programs and get the results right.
Publishers in this first wave will get priority capacity rates when we launch publicly.
Once the pilot spots are filled, the next openings will be available at public launch in waves as we onboard more capacity.
Want to learn more? Let’s Meet!
We can meet at our space at 321 W 38th St, stop by for an office visit, or grab coffee.
See you in New York!
-Dillon
Dillon Roulet is the Co-Founder of Edisource
