Permutive’s core product is an Audience Platform built on patented on-device and privacy-preserving technology that enables publishers and advertisers to deliver personalized advertising without compromising user privacy. The platform lets publishers plan, build and activate cohorts using consented first-party data and has seen a 20x growth in targeted ads over the last two years. Permutive says its technology is running on over 1 billion devices a month and it works with major publishers across Europe and North America, including News Corp, Hearst, BuzzFeed, The Guardian, Vox Media and Condé Nast International. The company positions itself as infrastructure to support a transition to a publisher-owned, privacy-first web and plans to scale its Audience Platform globally. Financially, Permutive has raised a total of $105M to date and is using recent funding to grow its on-device technology and expand its privacy-first offering for programmatic advertising. Permutive builds a platform that helps online publishers target advertising by leveraging publishers' first-party data and edge computing to make predictions about anonymous visitors. From a single anonymous pageview the company says it can collect dozens of behavioral data points to infer interests without attaching persistent identities, and it emphasizes alignment with GDPR and browser privacy changes. CEO Joe Root co-founded the company with CTO Tim Spratt; Permutive was founded in 2014 and is based in London. The startup says its approach can help blunt the revenue impact of third-party cookie deprecation (a Google study cited a 52% average ad revenue decline when cookies are blocked) and hopes ad dollars shift back to premium publishers. Permutive already works with publishers including BuzzFeed, Penske, The Financial Times, The Guardian, Business Insider, The Daily Telegraph, The Economist, Bell Media, News UK and MailOnline. The company recently hired Aly Nurmohamed and Steve Francolla as senior publishing and partnerships leads and raised a new funding round to support growth.

Total raised

$94M

Funding rounds

2

Latest round

Series C

Latest activity

Nov 2021