- Press
- Advertisers
The NY Post is turning first-party data into direct deals, with a little help from its friends
The New York Post is transforming its advertising strategy by leveraging first-party data to secure direct deals with advertisers, a shift facilitated by its partnership with Permutive and Prohaska Consulting.

Permutive’s platform plays a crucial role by enabling the NY Post to analyze user behavior across its properties, including video content and sports-focused audiences, and integrate insights from its parent company, News Corp. This collaboration has led to the creation of products like the Post Sports+ subscription newsletter and the New York Post ID, an IP-based identifier that tracks users across devices, even when they’re not logged in.
By adopting these strategies, the NY Post is moving towards a more sustainable and profitable advertising model, reducing reliance on third-party cookies and gaining greater control over its monetization efforts. Read more on AdExchanger here.
You may be interested in
Permutive appoints ad tech veteran Aline Zenses as Managing Director to lead DACH expansion
Learn MoreTurning trusted communities into revenue: How Mumsnet uses Permutive for first-party data collaboration
Learn MoreKeep going, there's more to uncover.
Permutive appoints ad tech veteran Aline Zenses as Managing Director to lead DACH expansion
Permutive, the data collaboration platform powering the advertising ecosystem, today announced the appointment of Aline Zenses as Managing Director for the DACH region.
Turning trusted communities into revenue: How Mumsnet uses Permutive for first-party data collaboration
By empowering Mumsnet to segment its audience into meaningful cohorts, Permutive has enabled the publisher to surface new opportunities for both endemic and non-endemic brands.
Webinar: Keine Logins? Kein Problem
Wie Publisher die Nachfrage von Werbekunden mit demografischen First-Party-Daten aus Umfragen erfüllen können.
Permutive earns top G2 rankings in Summer 2025 Report, including #1 Momentum Leader
Recognition across customer satisfaction, market momentum, and support highlights our dedication to enabling customer growth in the new era of data collaboration.
The Data Collaboration Summit
Permutive’s Summit showcases how collaboration and direct relationships can reimagine advertising and boost Open Internet performance.
Let’s meet at DMEXCO 2025!
Expand your data collaboration and achieve incremental outcomes. Meet the Permutive team and let’s reimagine advertising together.