The platform can determine the device type and serve full-page interstitials across its mobile Web properties and applications. The platform — Chrysalis, a mobile advertising optimization engine — aims to turn underperforming ads into high-performing ads through PCH first-party verified data that members provide when they sign up to use the sites. The technology was developed with Liquid Wireless, a PCH company, and determines when to serve every ad impression as well as which type — whether video and display, supporting application downloads, lead-generation offers, profile surveys, and more. “Most publishers on mobile struggle with low CPM display ads, poor fill rates for video ads, and trying to figure out how to put ads that matter in front of consumers that matter,” said Josh Glantz, VP and GM or PCH online. “They will tell you they’re having trouble targeting their ads because most mobile publishers don’t have a way to leverage first-party data.” Chrysalis has tripled the performance of PCH’s mobile advertising units using member-provided information, similar to the way Facebook serves ads, per Glantz. PCH supports about 10 million users on mobile and desktop. It has opened the platform to ad agencies, ad networks, brands and app developers. SGN and IGG are two brands using the platform. Chrysalis recently launched on the mobile PCHLotto.com property. Thursday it launches on PCHgames.com, next week on PCH VIP app for iOS and Android running devices, followed by PCH.com on mobile.