Via Permutive, PMC has access to more of its audience data to help them sell across the portfolio. This is due to the ability to address an audience regardless of consent status, whether traffic originated from a cookie-blocked browser, the ability to target on the first-page view (including passerby users or users who bounce quickly as soon as they arrive) and the ability to store data longer against particular cohorts via unlimited lookback windows, which solves for any cap on the scale of a publishers audience.
Moving from a vertical to a portfolio strategy
Permutive enabled PMC to move from a vertical to a portfolio strategy to better compete on scale. For example, instead of selling entertainment sites to entertainment advertisers, the company can use audience data to prove the audiences that advertisers want exist across all of its sites. This also resulted in sales teams moving from a specific vertical to a consolidated sales team to boost efficiency.
Delivering pre-sale and post-campaign insights
For presale analytics, PMC can create audience cards, developing collateral for each individual brand sales team in conjunction with the marketing team to capture each brand’s core audience. And provide revenue insights, including open and private marketplace bid data, by merging bid stream data with first-party data segmentation with the help of Permutive. This provides insights to sales teams on how buyers transact to drive more strategic partnerships.
Post-campaign, PMC can help advertisers understand the real individual behind each impression. As every user has interests that range much farther than just the page they’re on at that specific minute, the company can use ATLAS Data Studio to help partners get a holistic view of their target audience. “Permutive is helping PMC usher in a new era of advertising that helps us develop stronger relationships with advertisers,“ says Brett Goverman, Head of Data Strategy.
Empowering the sales organisation
A key step in taking Atlas Data Studio to market was ensuring that every commercial team across the organisation knew the value of its first-party data and that the sales team understood its unique selling proposition and why it mattered to advertisers.
With collateral help from Permutive, PMC set up training for each brand to cover the impact of cookie deprecation on advertising, the differences between first- and third-party data, what first-party data is available to, and why it drives value for partners.