SourceKnowledge has made waves in the Canadian ad tech market for its mobile video ad demand-side platform and exchange. Now the company is shaking up the way it does business with advertisers.

We’re looking to start providing a narrative approach to working with commerce sites, SourceKnowledge president Patrick Hopf tells Beet.TV in this video interview. “We’re looking to become a shared-risk model … from a CPM model to a user acquisition model.”

Hopf says the new approach resembles what brands do with “earned media” (using promotional efforts to stimulate user attention and conversations) rather than “paid media” (adverts). It is working with fashion brand Frank & Oak on the project.

“When they track a user that comes for this media, they tend to be longer customers that stay with the brand and purchase more – as opposed to paid media; that user may not come back,” Hopf adds. “We’re trying to see if we can get closer to earned media. Video can make that connection.”