Interviews, insight & analysis on digital media & marketing

OpenX and Permutive partner to make audiences more accessible in cookieless world

Programmatic ad tech company OpenX has entered into a partnership with Permutive, an audience platform for publishers and advertisers, to enable buyers and sellers to build and activate global audiences without using third-party cookies or device IDs.

The partnership will deliver addressable advertising inventory to buyers, while enabling publishers to maintain control of and monetise their first-party data. Marketers will have a single point of access to identify and reach audiences, which can be activated through OpenX Deal IDs.

“As consumers have more choices and tools to opt-out of sharing their data for advertising, privacy-safe audience targeting without the need for third-party cookies provides much-needed addressability solutions for publishers and advertisers,” said Joe Root, Co-founder and Chief Executive Officer of Permutive. “Our partnership with OpenX is a powerful example of adtech working together to empower advertisers and publishers to harness the full potential of first-party data while creating a more transparent and responsible web.”

The pair hope to satisfy the growing market demand for actionable first-party data that follows consistent and transparent build criteria. And will do this by offering more than 200 standardised behavioural cohorts, evaluated in real-time, and mapped to the industry-standard IAB Audience Taxonomy.

OpenX and Permutive are also providing accessibility to more sustainable advertising, because OpenX has been independently certified as a CarbonNeutral company.

“Across the expanse of the open web, where media is highly fragmented, finding and engaging audiences in a privacy-friendly manner is both the challenge and imperative of digital marketing,” said John Gentry, Chief Executive Officer of OpenX. “Joining forces with Permutive allows us to unlock unique value for buyers and publishers through precision targeting that is safe and secure.”

*Permutive is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA