Permutive Teams Up With PubMatic to Solve Ad Tech Addressability Crisis

The partnership will help solve for 70% of non-addressable audience

Data-management platform Permutive is partnering with supply side platform PubMatic to make first-party publisher data more accessible to advertisers, Adweek has learned.

Permutive will enable publishers to organize data for advertisers, while PubMatic will make it scalable on the buy side, according to Peter Barry, vp, addressability at PubMatic. The goal is to make the data monetizable for publishers without compromising consumer privacy.

As of September, nearly 50% of consumers across the U.S. and Europe have chosen to use a web browser like Safari or Firefox, which blocks cookies and ad tracking.

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