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.