Startups

Permutive raises $18.5M to help publishers target ads in a new privacy landscape

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Image Credits: Roy Scott / Getty Images

Permutive is announcing that it has raised $18.5 million in Series B funding, as the London-based startup works to help online publishers make money in a changing privacy landscape.

CEO Joe Root, who co-founded the company with CTO Tim Spratt, noted that publishers are facing increasing regulation, while web browsers are phasing out support for third-party cookies — all good news for privacy advocates, but with a real downside for publisher ad revenue (blocking cookies causes an average 52% decline in ad revenue, according to a Google study last year, though other estimates have been dramatically lower).

Permutive tries to address these issues by allowing publishers to utilize their own first-party data more effectively. Root estimated that without cookies, web visitors break down to 10% who are logged in and authenticated, while 90% are anonymous, and he said, “We use the insight and understanding from that 10% to make predictions about that 90%.”

So from a single anonymous pageview, Permutive can collect 20 or 30 data points about visitor behavior, which it then uses to try to project who that visitor might be and what they might be interested in. Root also noted that the company’s technology relies on edge computing, allowing it to process data more quickly, which is crucial for publishers who may only have a few seconds in which to show a visitor an ad.

If you’re wondering whether this approach has any privacy or regulatory implications of its own, Root suggested Permutive spends “a lot of time making sure we are ideologically aligned with [European privacy regulation] GDPR and ideologically aligned with the browsers.”

Joe Root - Permutive
Joe Root – Permutive

For one thing, “We don’t believe data should be portable across applications,” which is why Permutive is focused on helping publishers use their own data. For another, Root said Permutive is committed to “the destruction of identity in the adtech ecosystem.”

“Using data isn’t a problem — it’s when you attach data to an identity,” he added. So without identity, “Instead of saying, ‘Here is an ad for Anthony, look up everything you know from Anthony,’ we say, ‘Here is an ad for a user interested in tech media.’ One model leaks data and the other doesn’t.”

Root also suggested that these shifts will allow ad dollars to move back to the premium publishers who have more engagement with and data from their readers — publishers who he argued have “up until now funded the long tail” with their cookie-based data.

This approach is reflected in the publishers Permutive already works with, including BuzzFeed, Penske, The Financial Times, The Guardian, Business Insider, The Daily Telegraph, The Economist, Bell Media, News UK and MailOnline.

Founded in 2014, Permutive previously raised $11.5 million, according to Crunchbase. The Series B was led by Octopus Ventures, with participation from EQT Ventures and previous investors.

“Today, Permutive is the U.K. category leader in its field and is beating billion-dollar global businesses on a consistent basis in trial processes,” said Will Gibbs of Octopus Ventures in a statement. “The team has hired many incredible people and is now ready to replicate the success seen in the U.K. in the U.S. Given the evolving regulatory and customer priorities, Permutive’s technology could be genuinely pioneering in its field.”

The startup is also announcing that it has hired Aly Nurmohamed (former global managing director for publisher partners at Criteo) as its general manager for publishing and Steve Francolla (former head of global publisher strategy at LiveRamp) as head of partnerships.

Google wants to phase out support for third-party cookies in Chrome within two years

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