Neustar and Permutive Partner to Provide Addressability, Scale and Privacy to Digital Advertising

The partnership unlocks targeting across high-quality publisher inventory without the use of third-party cookies and device IDs.

Neustar Inc., a TransUnion company, announced a partnership with Permutive to enable trusted connections between advertisers and publishers by bridging the gap between consumer identity data and a privacy-first web.

Latest Aithority Insights : Halodi Robotics Inks Contract with ADT Commercial for Delivery of 140 Humanoid Robots

The partnership brings together the Neustar Fabrick data connectivity platform within the Permutive Audience Platform for advertisers and publishers to collaborate securely without the use of third-party cookies or device IDs. The partnership safeguards advertiser and publisher first-party identity data to bring addressability, transparency, and privacy to digital advertising.

“This partnership unlocks the connection between leading publishers and advertisers by delivering addressable advertising that scales while safeguarding publisher data and reinforcing their direct business,” said Steve Francolla, head of partnerships at Permutive. “Permutive’s Audience Platform powers the leading Publisher Cohort Infrastructure on the open web. Extending Neustar Fabrick into cohorts allows publishers to meet advertisers’ demands for their audiences in a secure environment. This partnership is the first integration of this kind at Permutive and paves the way for a more responsible web.”

With this partnership, advertisers and publishers can work together to build and activate their desired audiences at scale via Publisher Cohorts across high-quality, premium publisher inventory. Publisher Cohorts are a privacy-preserving approach to activation that groups like-minded users based on similar characteristics and behaviours – without identifying individuals.

Browse The Complete News About Aithority: NVIDIA Launches AI Computing Platform for Medical Devices and Computational Sensing Systems

Advertiser audiences are activated as Publisher Cohorts through Permutive’s Audience Platform in real-time. This approach improves accuracy and meaningfully addresses consumer privacy. Advertisers will benefit from the wealth of publisher first-party data, real-time audience insights, and transacting on privacy-focused infrastructure. Publishers will benefit from building revenue from trusted, direct connections to advertisers while maintaining control of their data.

“For the first time, publishers and advertisers can execute highly accurate audience targeting campaigns without the use of cookies or mobile ad IDs,” said Steve Silvers, SVP of Product at Neustar, a TransUnion company. “Buyers and sellers can transact using valuable consumer insight without fear of data leakage, or loss of scale, and which meaningfully addresses privacy considerations given the changing landscape.”

Read More About Aithority News : AuthenticID Launches On-Demand Serverless Microservices

 [To share your insights with us, please write to sghosh@martechseries.com]