Permutive has teamed up with Adform for bringing identity-agnostic audience activation to publishers via demand-side (DSP) and supply-side (SSP) platforms, thus ensuring more efficient monetization in a more privacy-conscious advertising environment. This combination gives publishers the ability to activate their first-party audience data in the Adform programmatic platform using various identity technologies, becoming less reliant on third-party cookies and one identity solution. Combining the privacy-first audience and data collaboration platform of Permutive with the full-stack advertising technology of Adform makes it possible for publishers to build, manage, and activate audiences in programmatic channels.
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The alliance further aids advertisers in accessing high-quality and privacy-focused publisher audiences that enhance their campaigns while ensuring secure handling of their data and adhering to regulations. It is built to make it easier for the users to activate their audiences and increase the value of their first-party data. With the help of this alliance, publishers can gain greater addressable inventory, more monetization options, and better advertising experiences.