The solution
Permutive met all requirements and is one of PMC’s most strategic partners. The partnership and first-party data strategy development saw several stages: initial foundational work, and data segmentation, which resulted in improved first-party data analytics and internal training.
Building a first-party foundation
Investing in an Audience Platform built on first-party data encouraged PMC to rethink what content and audiences make it unique to advertisers. The company started by identifying the datasets that make it unique and differentiated, which stemmed from the contextual strengths of its audience across entertainment, music, culture, fashion and beauty, luxury, and parenting.
Creating unique audience segments
PMC then identified all the types of data it collects to create its data studio, ATLAS, and started by outlining the most used/requested segments and partnered with Permutive to build more in-depth segmentation. For example, PMC has a segment for music enthusiasts and segments for specific artists, genres, and decades. All of which help advertisers better understand and activate audiences.
Combining four data pillars
ATLAS Data Studio is built on four pillars of data sources – contextual, behavioural, proprietary, and enriched data. Using its first-party data, PMC can find the best audience possible to help partners meet their objectives, mirrored to the marketing funnel to deliver campaigns at all customer journey stages, including awareness, consideration, and conversion. Data enrichment enhances an advertiser targeting strategy and can include lookalike models that leverage ATLAS Data Studio’s first-party data to extend audiences across its networks.
By combining all four of these pillars, PMC can activate its partners’ target audience with precision and activate the advertiser’s target audience in cookieless environments, unlocking 40% of the web that is invisible to advertisers.