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Permutive repositions itself to become a privacy-safe audience platform

What's New in Publishing 21 Jul 2021 07:20

Ad tech company Permutive has announced it has evolved from a publisher-only data management platform (DMP) to an Audience Platform that enables premium advertisers and publishers to plan, build and activate cohorts whilst keeping data safe via its privacy-first infrastructure.

Audience Platform allows publishers to collect, model and analyze large volumes of first-party data that update in real-time with no need for third-party cookies or IDs. Whilst publishers stay fully in control of their data, the new platform will allow publishers and advertisers to understand commonalities between their audiences, scale-up limited numbers of authenticated users, and target across 100% of a publishers’ inventory. Because the solution is built by publishers using consented first-party data, the solution can be activated across browsers, avoiding audience fragmentation.

For advertisers, the platform enables them to connect with premium publishers across web, mobile, and CTV and reach their full audience at scale using publisher cohorts based on the description of a group of users. Crucially, these cohorts won’t rely on individual user IDs in the programmatic bidstream, thereby reducing the risk of data leaking into the ecosystem. As data never leaves the platform, advertisers can maintain control over their data while matching from insights to activation without revealing it to publishers. 

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PermutiveJo HoldawayCTVJoe Root
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