How The Stylist Group doubled its advertising yield and increased its targetable inventory from 45 to 100%

A new DMP was needed. With no improvement from their previous vendor in sight, Hayter turned to their parent company, DC Thomson, to understand the work they were doing with Permutive. After seeing the results, Hayter decided to switch within a week, without undergoing a sales pitch.

Permutive doesn’t rely on third-party cookies, so Stylist was immediately able to collect, analyse and activate its entire audience across all devices and browsers. Additionally, Permutive is built on edge computing, unlike traditional DMPs built in the cloud. This means that data is processed on the user’s device and isn’t sent back-and-forth to cloud servers. This way, Stylist can target users in milliseconds to serve relevant audience-targeted advertising.

In addition to increasing scale, Stylist can now better understand and package their audience. With Permutive, Stylist can easily segment users at a granular level using all of the information that they are collecting about on-site behaviour. For segmentation and analysis, they can also look back at all historical data, with none of the previous limits. This builds a much more insightful picture of all Stylist users.

This insight made it easy to package audiences for advertisers. For example, Stylist was speaking to an advertiser that wanted to target home renters. Hayter and his team at Stylist were able to identify users who rent their homes and tell the advertiser about everything they did on Stylist. This included what content they read and what device or phone provider they used. Telling the advertiser more about their audience’s interests and preferences not only won the business, but also provided strategic direction for the campaign.

It’s not just new business that’s accelerated, it’s also rebookings. The speed and quality of insights that Stylist now offers to advertisers post-campaign have increased. They don’t just report on clicks, but follow up with insights about the users who engaged with the campaign, such as interests and content consumption habits, to build a more accurate picture of who that audience is. This elevates Stylist’s advertiser and agency relationships from transactional to strategic, giving it a seat at the media planning and buying table.