Permutive

argue the Outcomes Era is already fading, writes Joe Zappa. But the evidence suggests the opposite. The Outcomes Era isn’t receding; it’s accelerating.

Amazon’s DSP enjoys many advantages; More on the Cloudflare controversy; the European Commission moves forward with its age verification laws.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

The publication still makes most of its on-site digital revenue from programmatic. But it’s doubling down on direct-sold custom content, especially when it comes to video and social media.

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

To build a first-party data strategy, the NY Post contracted Permutive and Prohaska Consulting for advice on monetizing its audience data and growing its addressable audience. The collaboration prompted Permutive and Prohaska to expand their combined services to all publishers.

Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.  

Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Sign Of The Times The New York Times beat expectations for Q4 2022 thanks to a strong subscription bundling push, according to its earnings report. But digital ad revenue was only up a smidge. The Times added 240,000 net digital subscribers in […]

While Google’s recent decision to extend the life of third-party cookies for another year didn’t come as much of a surprise, it nonetheless sent another ripple throughout the ecosystem. As we enter a future focused on restoring consumer trust, the past few years have seen a ton of changes to the digital advertising landscape, writes Mark Pearlstein, CRO of Permutive.

Google’s new “reject all” cookies button is about to disrupt the entire ad tech ecosystem even more. The next era of ad tech is about user consent, not cookies, writes Joe Root, CEO of Permutive. And the age of opt-outs means publishers and advertisers need solutions to serve an ad without processing user data – and some are already making mistakes.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Thanh Do, product marketing manager at Permutive. It’s no secret that Apple’s App Tracking Transparency (ATT) framework has rocked the advertising industry. Before the introduction of opt-in consent, 70% of users enabled cross-app tracking. […]

Programmatic and privacy don’t have to be mutually exclusive, even though they’re often treated that way, according to Joe Root, CEO and co-founder of London-based publisher technology startup Permutive. “A privacy-first web is about removing the data leakage that’s inherent in programmatic,” Root said. Permutive aims to stop that leakage with technology infrastructure to preserve […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Aly Nurmohamed, General Manager at Permutive. With every Google, Apple and Firefox announcement, the status quo of the open web is rocked. The ecosystem of advertisers, ad tech companies and publishers falls out of balance. With […]

“The Sell Sider” is a column written for the sell side and contains fresh ideas on the digital revolution in media.  Today’s column is written by Joe Root, CEO and co-founder of Permutive. Google shook the industry Wednesday when it confirmed that it was removing identifiers (a.k.a. third-party cookies) from its products for good – […]

The data-management platform (DMP) was sold as a tool with the power to turn publisher data into dollars. Vendors wooed publishers into signing multiyear contracts to use the technology. But the expectations didn’t match reality. As those contracts have expired, especially this year, many publishers aren’t renewing them. Just as marketers are moving from the […]

BuzzFeed thrives on using data to inform its advertising programs, social strategy and editorial. But its cookie-dependent data-management platform (DMP) had too many holes in how it collected data. So the publisher switched to Permutive, a next-gen DMP that uses a browser’s local storage to find patterns in how its users engage with content and […]