Permutive and TransUnion Partner to Enhance Sell-Side Curation
Permutive has integrated with TransUnion's identity graph, enabling publishers to match their first-party audience data with TransUnion's consumer profiles for more effective sell-side curation. This addresses the challenge of limited addressability (only ~30% of traffic is addressable). The integration allows publishers using Permutive's DMP to activate audiences against TransUnion's data, which includes information on 250 million consumers. An initial test with a financial services advertiser showed a 12x increase in addressable impressions and a 170% overshoot of the KPI target. The partnership aims to provide advertisers with a viable alternative to walled gardens, reduce data fees, and monetize previously unsold inventory.
- •Permutive and TransUnion announced an integration on Monday.
- •The integration allows publishers to match their audiences to TransUnion's ID graph.
- •Only about 30% of web traffic is currently addressable via cookies or alternative IDs.
