LADbible assessed different solutions, including those from major technology companies, but were impressed by Permutive’s next generation approach to DMPs built on first-party data. This is what persuaded the team to choose Permutive over legacy solutions.
After rolling out Permutive, LADbible Group was able to collect data on all their users. Because Permutive doesn’t rely on third-party cookies, LADbible could collect audience data for a much higher percentage of their users on FBIA and Safari. Also, as Permutive is built on edge computing, LADbible was able to target fleeting users from social and mobile from their very first pageview to increase the scale of targetable inventory.
Beyond increasing scale, LADbible Group could also easily generate rich insights on users to attract advertisers. They did this by collecting multiple data points about users, as well as using cutting edge Artificial Intelligence (AI) to help create a wider variety of audience pools.
Collecting poll data has allowed LADbible to open a dialog with their audience and gather insights directly. Ingesting this poll data into Permutive also allows them to build audience segments using declared data. This is really valuable to advertisers, who can now understand intent to purchase and brand affiliation.
Permutive’s Customer Success team worked together with LADbible to package their new insights into an audience offering and train their sales teams. The sales teams were able to go out and have more proactive and strategic conversations with advertisers about reaching and measuring their target audience.
With Permutive, LADbible could optimise campaigns much more effectively. They could understand which audience segments engaged most with advertiser campaigns and how they index with different audience segments. If the team saw a strong overlap with another segment, they could optimise towards that audience to improve performance. Along with post-campaign insights, this helped LADBible rebook more campaigns.