Neustar partners with Permutive to Provide Addressability, Scale and Privacy Through Publisher Cohort-Based Advertising

Neustar Inc., a TransUnion company, today 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.

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.

Permutive’s Audience Platform powers the leading Publisher Cohort Infrastructure on the open web. Extending Neustar Fabrick into cohorts allows publishers to meet advertisers’ demand 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 behaviors – without identifying individuals.

Contextual is Future Proof

Contextual is Future Proof!

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As the economy is getting battered due to Covid 19, OTT consumption is scaling up; Mobile has become the Home for Premium video consumption.

This emerging landscape has provided a great opportunity for Marketers and Agencies to work towards creating the much-needed rich creative environment that can aid impactful Creative Storytelling powered by Data-led In-app Programmatic Targeting. Buoyed by the surge in demand for Online Video, Media planners are increasing their programmatic budgetary allocations for OTT services.

As Marketers we need to explore the emerging contours of this exciting digital marketing opportunity and delve deeper into how to make the most of this data-led programmatic and mobile goldmine.

And understand how the growth of the OTT provides marketers a great opportunity to be seen and heard in the right environment, by the right audience and at the right time. Some Key Questions to ponder

What is the DNA of the post-pandemic consumer who has gotten used to staying at home more than ever in their life and how best to serve them?
What does it mean to the ecosystem of brands, advertisers, and media planners?
How in-app programmatic video can bridge creative and data for brands and publishers?
What kind of skill sets are needed to tackle the needs of this ‘new’ consumer set and target them with the right creative?
How to strategize the increasing relevance and importance of data safety in the emerging landscape.
Can the premium nature of programmatic video be the answer to many of the challenges being faced currently?
What needs to be done to unlock this opportunity to the optimum?