Permutive
Privacy-first audience infrastructure for publishers and advertisers.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Permutive, Inc.
- Entity type
- COMPANY
- Founded
- 2014
- Headquarters
- Floor 2, 8-10 Charterhouse Buildings, Goswell Road, London, EC1M 7AN
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Official website
- permutive.com
What Permutive does
Permutive operates a B2B adtech software model. It sells data infrastructure to publishers to help collect, unify, segment, and activate first-party audience data, while also selling collaboration and activation tools to advertisers and agencies that want to reach premium publisher audiences in a privacy-safe way. Value is created by improving publisher monetisation, reducing reliance on third-party cookies, and simplifying cross-publisher activation through clean room and curated audience workflows.
Category differentiation
Permutive is not a consumer app or a general-purpose cloud AI company. It is an adtech platform focused on publisher data infrastructure, clean rooms, and privacy-safe audience activation in the open web ecosystem.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Permutive is a private UK adtech company that provides privacy-first data infrastructure for publishers, advertisers, agencies, and media teams. Its core products include a publisher-focused data management platform, a data clean room, audience curation tools, and workflow automation for direct buying. The platform is designed to build and activate audience cohorts using first-party, behavioural, and contextual signals without relying on third-party identifiers or moving raw data out of customer environments. The company makes money primarily from enterprise software subscriptions and activation-related fees tied to audience collaboration and campaign execution across publisher inventory. Its customers are mainly premium publishers seeking better monetisation of first-party data, and buy-side teams seeking privacy-safe audience activation across multiple publishers via standard programmatic workflows such as deal IDs.
Company news briefing
Briefing updated:
Permutive has expanded its governance and operational capacity with the appointment of former Experian executive Genevieve Juillard to its board of directors alongside recent leadership adjustments. Strategically, the company partnered with TransUnion to integrate first-party audience data with TransUnion's identity graph, aiming to enhance sell-side curation and addressable reach across the open internet. Additionally, Permutive faced temporary inventory access disruptions after being included alongside other vendors on Apple iOS 27's blocklist for Safari browser traffic.
Business model & monetisation
Permutive monetises through enterprise SaaS licensing for its data management platform, clean room, and related infrastructure, supplemented by usage- or activation-linked fees tied to audience curation and campaign delivery across publisher inventory. It also generates services revenue from migration and implementation support for customers moving off legacy DMPs.
- Platform subscriptions for data management and clean room products
- Software Subscription
- Audience activation and curation fees
- Percentage Take-Rate
- Migration and implementation services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Permutive Limited
IAB vendor record: 361
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1
- Declared feature IDs
- 1, 2
Products & market categories
Featured market maps
- Market Map CTV Commerce
A comprehensive market map of the CTV Commerce ecosystem.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
TransUnion and Permutive partner to expand addressable reach and improve advertising performance across the open internet
Recorded impact score: 3.5/5
Permutive delivers expanded TransUnion audience reach
Permutive and TransUnion Partner to Enhance Sell-Side Curation
Identity · Recorded impact score: 4/5
Permutive and TransUnion have announced an integration that enables publishers using Permutive's DMP to match their first-party audience data with TransUnion's identity graph and activate TransUnion audiences across Permutive's global publisher network. This addresses the limited addressability of the open internet, where only about 30% of traffic is addressable via cookies or alternative IDs, by leveraging multi-signal identity strategies. Early testing with a financial services advertiser showed a 12x increase in addressable impressions, a 5x increase in consumers reached, and a 170% overshoot of the KPI target. The partnership aims to provide a viable alternative to walled gardens, reduce data fees, and monetize previously unsold inventory, ultimately improving campaign accuracy and performance.
- Permutive and TransUnion announced an integration on Monday.
- The integration allows publishers to match their audiences and activate TransUnion audiences directly across Permutive's global publisher network.
Permutive Appoints Data and Ad Tech Executive Genevieve Juillard to Board of Directors
Recorded impact score: 4/5
Former Experian Marketing Services President will advise as company innovates advertising data collaboration and activation
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Questions about Permutive
What is Permutive?
Permutive is a B2B adtech company that provides privacy-first data management, clean room, and audience activation software for publishers, advertisers, and agencies.
Who uses Permutive?
Its users are mainly publishers, media owners, ad operations teams, advertisers, agencies, and in-house media teams buying or monetising premium open web audiences.
How does Permutive make money?
It earns revenue from enterprise software subscriptions, activation-related fees tied to audience curation and campaign delivery, and some migration or implementation services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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