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Permutive, a publisher-focused data management platform (DMP), has raised $18.5 million in Series B funding.
The cash injection comes as the digital advertising industry faces increased regulations and the depletion of third-party cookies. Those changes make publishers’ consented first-party data more valuable, meaning they’ll need partners to help organize and eventually monetize it.
“What we see, as cookies disappear, is that publisher data becomes the new currency … rather than third-party cookies,” said Joe Root, co-founder and CEO of Permutive.
“The role of the DMP is to enable publishers to provide data signals to the rest of the ecosystem so they can effectively bid on and value an ad, and that requires publishers to take what they know from authenticated web and scale that out across the anonymous [web],” he continued.