Permutive and Index Exchange expand partnership to unlock premium publisher audiences through first-party data curation

Permutive, the Audience Activation Platform that brings together media owners and advertisers to reach consumers using scaled publisher signals, today announced that it has built a marketplace on top of Index Marketplaces, a flexible platform designed to enhance targeting and performance for marketers while optimizing revenue opportunities for publishers.

Permutive and Index Exchange’s expanded partnership empowers publishers to activate and scale their high-performing first-party audiences, and collaborate with one another, providing marketers with a streamlined and consistent targeting solution across premium inventory. Although Google’s plans have put the decision in the hands of end-users to opt out of third-party cookies, the specifics of how they intend to implement this remain unclear, and 70% of the open internet is already without cookies. 

Marketers can utilize publisher first-party data via Permutive to reach desirable audiences across Index Exchange’s premium, high-quality supply. Publishers benefit from incremental programmatic demand while respecting publisher preferences and user privacy. 

“Creating a Permutive marketplace built on Index is an exciting opportunity to showcase the value of premium publisher first-party signals for effective audience targeting,” said Jay Stevens, Chief Commercial Officer at Permutive. “With 70% of the open internet without cookies, this partnership enables future-proofed first-party signal curation, delivering wider reach and better outcomes for both publishers and advertisers.”

Index Exchange is a leader in inventory quality and transparency, dedicated to upholding the integrity of the programmatic ecosystem. Index Exchange prohibits Made-for-Advertising (MFA) sites on its exchange, aligning with Permutive’s commitment to fostering a fair and efficient advertising ecosystem. This approach directs more revenue away from bad actors and towards premium publishers.

“Partnering with Permutive unlocks powerful opportunities for media owners and buyers alike,” said Mike McNeeley, SVP of product at Index Exchange. “With robust publisher first-party data via Permutive and our premium inventory, we’re equipping marketers to connect with high-value audiences with unparalleled precision and impact. This collaboration isn’t just about enhanced targeting – it’s about empowering publishers to maintain control over their data while creating value and delivering superior results for advertisers.”