Permutive is a platform that gives publishers real-time access to their audience’s behaviour so that they can make decisions to better monetize and engage each individual.
With Permutive, publishers can create audience segments that update every second using first-party cookies, so that they can sell targeted advertising to their entire audience with no match rate discrepancies.
Permutive partnered with Immediate Media to run a trial across its sites. The first step was deploying Permutive’s technology across its network. Immediate Media then took some of the more custom variables on the page, passing that data through the platform. For instance, on BBC Good Food data is collected down to an ingredients and recipe level, allowing the creation of audience segments such as vegans. There are now upwards of 120 data points that are linked to a user ID and they can react in real-time on around half of the publisher’s sites.
Using Permutive’s analytics tools, Immediate is now able to apply the data it has across a much broader range of media buys. It can overlay customer and consumer insights on to its targeted and contextual buys in a ready-made manner that adds value to clients.
Additionally, Immediate Media has changed the way it sells to clients, reshaped its teams and ramped up its focus on data. With the ability to uncover scale the sales team is now able to better sell that inventory with the creation of an audience playbook document, new products and segments for media buyers.