- Press
- Advertisers
- First-party data
- Privacy
Solving the advertising reach crisis
Programmatic advertising’s reliance on third-party cookies and the open marketplace is collapsing, and the path forward lies in privacy-safe, first-party data collaboration through direct advertiser–publisher partnerships, writes Permutive Senior Customer Success Manager George Alderson.
Written by
The Permutive Team
The deprecation of third-party cookies, combined with heightened privacy restrictions from Google and Apple, has left programmatic advertising unable to deliver its promised scale – advertisers currently reach only 30% of audiences on the open web, while publishers are already facing severe revenue losses. Attempts to replace cookies with fingerprinting or email-based identifiers either lack privacy compliance or scale, making them unsustainable. Instead, advertisers and publishers must embrace direct partnerships built on first-party data, which enables intelligent audience modelling and expanded reach while respecting privacy.
Publishers hold valuable contextual, declared, and behavioural signals that advertisers can leverage to address the 70% of unreachable audiences, as seen in examples from Hershey’s pivot to private marketplaces and PMC’s first-party data strategy, which has driven 5x performance improvements. The future of digital advertising depends on closer collaboration between brands and publishers to unlock scale, transparency, and effectiveness in a privacy-first ecosystem. Read more in this Advertising Week article here.
You may be interested in
Beyond Transactions: How AI Has Reshaped Publisher Monetization
Learn MoreTrends from this Fall’s Event Season
Learn MoreKeep going, there's more to uncover.
Beyond Transactions: How AI Has Reshaped Publisher Monetization
How publishers are using agentic to turn rich data into scalable, outcome-driven reach for their ad-buying clients.
Trends from this Fall’s Event Season
Over the past few weeks, the Permutive team has been busy attending, speaking, and hosting events. We've had a front-row seat to conversations on where the industry is headed and here is what we heard most often this fall event season.
Permutive earns five G2 badges, including its first Easiest Admin
Permutive has earned five badges in the G2 Fall 2026 Report, including our first-ever Easiest Admin badge alongside DMP Leader and Momentum Leader. Here's what our users said.
Permutive Taps Former LiveRamp Exec David Rifkin to Help Agencies Navigate the Next Era of Addressability
Programmatic pioneer to help ad buyers solve addressability and data challenges while improving campaign performance amid agentic adoption.
TransUnion and Permutive partner to expand addressable reach and improve advertising performance across the open internet
Permutive delivers expanded TransUnion audience reach.
Beet Retreat Berkshires Recap
For three days last month, over one hundred senior media, agency, and ad-tech executives traded Zoom for upstate New York at Beet Retreat Berkshires. It has become one of the industry’s most closely watched off-the-record gatherings with a mix of fireside chats, curated panels, and roundtable breakouts. This year’s agenda was built around the idea of an “Outcome Economy” and brought together industry voices to debate how AI, commerce media, CTV, and identity are rebuilding the advertising ecosystem in real time. We were in attendance and led two sessions, so here are the themes that…