Powering publisher growth through data unification: Insights from Immediate’s PRISM Strategy

Welcome to the next chapter in publisher transformation, where data unification powers growth, innovation, and advertiser value.

At Permutive’s Data Collaboration Summit, Aarti Suri, Head of Customer Success EMEA, sat down with Matthew Rance, Head of Commercial Data & Analytics at Immediate, to explore how publishers are evolving their data strategies to tackle mounting industry headwinds. In this candid fireside chat, Matt discusses PRISM – Immediate’s new data unification platform – and shares how it’s driving commercial impact through smarter, more connected data usage.

Watch the video below to hear how one of the UK’s leading media businesses is transforming fragmented data into a powerful, centralized engine for insight, collaboration, and growth.

The key highlights of the video:

• Shining a light through PRISM: Discover how Immediate evolved its audience offering in response to a perfect storm of industry challenges, from declining print revenue to Google’s AI-first pivot, and why PRISM has become essential to future-proofing the business.
  
• Unifying signals for scale: Learn how PRISM brings together behavioral, contextual, survey, and zero-party data, enabling richer audience understanding and more compelling campaign strategies. By breaking internal silos, Immediate is creating a compound effect where the whole is greater than the sum of its parts.
  
• Integration, enrichment, collaboration: Explore Immediate’s strategic pillars for data unification. Prism supports everything from internal brief responses to campaign optimization, driving better outcomes and elevating advertiser confidence with consistent, cross-channel insights.
  
• Real-world impact: Hear how Immediate’s partnership with Audible demonstrates the power of unified data. By tying together editorial insight, on-site behavior, and zero-party data, PRISM enabled unique targeting and storytelling, delivering actionable intelligence in a single, streamlined flow.
  
• AI as co-pilot: Get Matthew’s take on AI’s evolving role in publisher data strategies – from intelligent sales support chatbots to tapping editorial tacit knowledge as an underused data source. Hear how Immediate is moving toward a future where AI augments campaign design and frees up humans for higher-value creative and strategic thinking.

Drop us a note to learn more about how Permutive helps enterprise media businesses thrive in the new era of data collaboration.