Permutive vs Verve

TransUnion and Permutive partner to expand addressable reach and improve advertising performance across the open internet

Permutive delivers expanded TransUnion audience reach

Permutive and TransUnion Partner to Enhance Sell-Side Curation

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.
• Only about 30% of web traffic is currently addressable via cookies or alternative IDs.

Permutive Appoints Data and Ad Tech Executive Genevieve Juillard to Board of Directors

Former Experian Marketing Services President will advise as company innovates advertising data collaboration and activation

Gaming Spurs Real-World Brand Discovery, Captify UK Data

Captify (part of Verve) analysed UK search data from January–July 2026 alongside Fandom survey data and finds gaming is increasingly a commerce and brand-discovery channel. One-third of UK gamers (33%) are more likely to consider a brand after an in-game interaction (47% for 18–24s); 55% of 18–24s discover brands in-game versus 27% overall. The report highlights specific campaign lifts (e.g., The Sims 4 drove a 40% rise in searches for Coach) and shows Fortnite players searched Lamborghini far more often than Porsche. Captify also found AI responses broaden brand comparisons (AI mentions both PlayStation and Xbox far more than users do). Anticipation for GTA VI is already driving console research: 20% of GTA VI searchers researched Xbox and 16% researched PlayStation. The findings signal opportunities for brands to engage younger, high-consideration gaming audiences.

• Captify analysed billions of UK real-time search signals from January–July 2026 alongside Fandom 2026 UK survey data.
• 33% of UK gamers said they are more likely to consider a brand after an in-game brand interaction; that rises to 47% among 18–24-year-olds.
• 55% of 18–24-year-old gamers discover brands through in-game presence versus 27% of gamers overall.

AI-Generated Ads Reduce Brand Trust for One in Three

A representative survey of 2,000 Germans commissioned by Verve Group and conducted by Censuswide finds mixed consumer attitudes toward AI in advertising. Thirty-five percent said they would trust a brand less if they knew an ad was AI-generated, rising to 45% among 18–24-year-olds, while 69% could imagine buying on the recommendation of an AI chatbot. Eighty percent prefer ad-funded app benefits over paying fees, and many respondents expressed data-protection concerns and use self-help measures (rejecting cookies, incognito mode). The findings coincide with Article 50 of the EU AI Act, which requires clear labeling of AI-generated ads from 2026-08-02. Verve CEO Remco Westermann says consumers accept AI when it works in the background but lose trust when its use is visible, with implications for creative strategy, compliance, and labeling practices.

• Article 50 of the EU AI Act requires clear labeling of AI-generated advertising from 2026-08-02.
• Verve Group commissioned the representative survey, conducted by Censuswide among 2,000 people in Germany.
• 35% of respondents said they would trust a brand less if they knew an ad was AI-generated; 45% among 18–24-year-olds.

Verve Expands Its AI Advertising Platform with AI Native Ads Solution

Verve Expands Its AI Advertising Platform with AI Native Ads Solution