Turning trusted communities into revenue: How Mumsnet uses Permutive for first-party data collaboration

For Mumsnet, the UK’s leading online community for parents, building trust has always been at the core of its success. With over 8 million monthly active users asking questions about everything from finance and health to cars and family life, Mumsnet has cultivated a uniquely engaged audience.

But turning this breadth of conversation and first-party data into actionable opportunities for advertisers hasn’t always been straightforward. As Ajoy Nath, Adtech Programmatic & Data Lead at Mumsnet, explains in this video, “It’s great having that data, but you need to be able to access it, break it down, and put it into cohorts that work for brands.”

With Permutive’s Data Collaboration Platform, Mumsnet can now transform conversations into privacy-safe audience cohorts that advertisers trust. This means Mumsnet can curate audiences for both endemic brands (like parenting and health) and non-endemic brands (such as automotive and finance), unlocking new revenue growth.

“Permutive has helped us understand our audience, and it’s simple and intuitive to use,” says Nath. “By working together with brands, combining their insights with ours, we can help them reach the relevant people at the right time.”

Watch the video to hear how Mumsnet is driving growth and brand engagement by transforming community conversations into data-driven advertising opportunities.

Speak with a Permutive expert to learn more about how Permutive helps leading publishers like Mumsnet turn first-party data into new revenue streams.