Welcome to First-Party Data Media Buying with Permutive

By OpenX in OpenX Innovations|November 3, 2022

We’re excited to announce that we’ve partnered with Permutive. This partnership will enable buyers and sellers to build and activate global audiences without using third-party cookies or device IDs while still preserving the safety and security of user data. The partnership creates a global infrastructure to supply streamlined access to first-party data for programmatic advertising, making identity-based buying easier and more scalable than ever.

The privacy-safe offering is easily enabled through OpenX Deal IDs, and audience targeting relies on privacy-protected, first-party publisher data. With Permutive, OpenX unlocks the 70% of inventory that is not targetable using third-party cookies.

Buyers can choose from more than 200 standardized behavioral cohorts, evaluated in real time, across categories including real estate, travel, automotive, pets, and fashion and beauty. Cohorts are mapped to the industry-standard IAB Audience Taxonomy that identifies and describes segmented audiences based on similar interests, characteristics and behaviors.

OpenX is the leading data and identity partner for the world’s largest media buyers and publishers, and this partnership provides even more seamless reach at a global scale. With fully addressable audience segments, buyers are empowered to reach their audiences more accurately and more effectively with the publishers that matter.

About Permutive

Permutive empowers publishers and advertisers to address all of their audiences in the moment, whilst protecting privacy and respecting consumer consent. Our Audience Platform enables publishers and advertisers to activate audiences responsibly at scale and effectively use first-party data, without ever exposing consumers’ personal information. Permutive is listed in YCombinator’s Top 150 companies of all time and is trusted by the world’s largest publishers and advertisers, including News Corp, Hearst, BuzzFeed, Penske Media, Future plc, The Guardian, Vox Media, Insider, Hubert Burda Media and Condé Nast International. Find out more at www.permutive.com.