Shifting tides to direct-sold: The next evolution of Permutive

On January 17, we unveiled the next generation of Permutive’s direct-sold platform at an event hosted at BAFTA. We gathered publishers and the press for an afternoon of content, product launches, and discussions, including a publisher panel with experts from The Telegraph, The Guardian, Immediate Media and Future, and a fireside chat with LEAD Consulting. In this article, you will find insights and highlights from the event. 

The next generation of Permutive 

Permutive has launched a new era of its Audience Platform with three key focuses: insights to win, maximise yield, and replace third-party data for publishers. Firstly, the platform includes a rebuilt insights infrastructure utilising cutting-edge technology. A prospecting product has been introduced to identify potential partners within the OMP, and a new Audience Planning tool helps win RFPs by effectively utilising first-party data. Click here to watch the Audience Planning demo. 

Secondly, the “maximise yield” pillar offers a solution for reaching opt-out consumers, increasing revenue for publishers. Lastly, the platform addresses the end of third-party data with a three-step approach to building and scaling non-endemic audiences. This involves accessing seed audiences, leveraging appropriate modelling techniques, reaching the consentless user through Cohort Affinities, and identifying content that aligns with specific targeting criteria.

Permutive’s advancements promise increased efficiency and revenue opportunities for users in the direct-sold platform.

How publishers win in direct-sold post third-party cookies

Publishers are well-positioned to provide brands and agencies with the data, insights, and audience connections they seek through direct relationships. According to Karen Eccles, Chief Commercial Officer at The Telegraph, publishers have long been prepared for this shift, having invested in technology and products. Although there is concern about revenue moving to walled gardens, there’s optimism about increased conversations between publishers and agencies. Eccles said: “Currently, 75% of digital ad revenue is transacted as direct-sold or programmatic guaranteed.”

Exploring direct partnerships is crucial for advertisers, especially as only 30% of the open web is addressable with third-party cookies still in use. Matthew Rance, Head of Commercial Data & Analytics at Immediate Media, emphasised the importance of storytelling with data in its proposition. Effective data strategies require substantial investment in data infrastructure and resources, says Katie Le Ruez, Director of Digital at The Guardian. Publishers like The Guardian proactively invest in digital and audience experts to strengthen the connection between sales and expertise.

The changing ecosystem and the emphasis on first-party data foster more direct and mature conversations between publishers and advertisers. Agencies are now more accountable to their clients, asking detailed questions about data sources and methodologies, according to Nick Flood, Global Ad Product & Revenue Operations Director at Future. He said that while these conversations have become more knowledgeable, there’s room for them to start earlier in the media planning process, promoting better relationships and partnerships.

What advertisers expect from publishers post-third-party cookies

In a conversation between Jack Shearring, COO at LEAD Consulting, and Elizabeth Brennan, GM of Advertising at Permutive, they discussed advertisers’ expectations of the post-third-party cookies era. Shearring emphasised the need for advertisers to demonstrate the value of marketing investments in a language understandable to their entire business. He highlighted the importance of conveying insights about publisher audiences more effectively. Shearring sees a significant opportunity for publishers due to the breakdown of the “messy middle” in the supply chain, which has kept them distant from advertisers. 

Last year, publishers generated over $350 million in direct-sold revenue through Permutive, showcasing a shift towards more direct collaboration. Shearring sees this evolution as a positive development, with advertisers now preferring to work directly with trusted publishers, moving away from the complex ad-tech landscape.

Thanks for reading. For more information about Permutive’s new era of advertising and the three pillars required to win in 2024 and beyond, email [email protected].