Permutive, an audience infrastructure for the responsible web, announced a partnership with PubMatic, an independent technology company delivering digital advertising’s supply chain of the future. As advertisers seek out privacy-centric addressability solutions, this new partnership makes rich, first-party publisher data more accessible to advertisers and monetizable for publishers.
In this new collaboration, Permutive’s audience infrastructure, which gives publishers 100% addressability and the power to consistently unlock first-party audiences across all media transaction types, is combined with PubMatic’s Connect, which enables media buyers to easily connect with their target audiences across the open internet. As a result, the demand for publisher first-party data is scalable and streamlined.
The alliance responds to a huge market need for first-party solutions that enable addressability at scale while handling customers’ data responsibly as they choose not to participate in third-party monitoring for advertising.
“The partnership between Permutive and PubMatic will deliver unparalleled, addressable supply to advertisers while empowering publishers like BuzzFeed, Inc. to maintain control and safety over our data,”
“This will bridge a scalable audience alternative across the buy and sell side, without cookies, and marks another step toward responsible advertising.”
Alex Mason, Head of Programmatic Operations at BuzzFeed.
Through this agreement, Permutive-facilitated cohorts, which offer privacy-safe audience targeting across all browsers without the need for third-party cookies, are easily accessible to advertisers and agencies buying on the PubMatic platform. Through PubMatic’s Connect, publishers can access advertising demand while still maintaining total control over their first-party data. By combining first-party data activation with contextual signals, seller-defined audiences, and modeled audiences, Connect enables media buyers to ethically drive performance and data owners to monetize their data.
“PubMatic Connect is an industry-leading addressability solution that brings together a portfolio of leading-edge partners like Permutive,”
“Together we are delivering high-performing first-party data that drive results for advertisers and publishers while protecting consumer privacy.”
Andrew Baron, SVP, Addressability and Marketplace at PubMatic.
“Enabling cohorts through PubMatic’s Connect allows advertisers and publishers to achieve addressability at scale without compromising on privacy,”
“Together, PubMatic and Permutive are powering infrastructure built for a privacy-first future where first-party data and first-party relationships are the engines for advertising in a more responsive web.”
Mark Pearlstein, Chief Revenue Officer at Permutive.