Open Market Charting New Territory for DMPs with Permutive CEO Joe Root
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Dec 4, 2024 Joe Root, CEO and co-founder of Permutive, dives into the evolution of Data Management Platforms and their significance for publishers and advertisers. He discusses the nuances between DMPs and Customer Data Platforms, as well as the importance of redefining marketing strategies in a shifting landscape. The conversation also highlights the move towards audience activation platforms, especially in light of cookie deprecation, and emphasizes balancing privacy with operational efficiency in ad tech.
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Permutive's Pivot
- Permutive initially focused on edge computing, not data management.
- Investors advised them to speak with existing customers, leading to their pivot.
Data Management Focus
- Early signs of cookie deprecation and regulation drove Permutive's shift to data management.
- Publishers needed tools to manage their own data as third-party signals declined.
DMP vs. CDP
- DMPs for publishers focus on managing and selling first-party data, integrating with ad tech.
- Advertiser DMPs leverage third-party data, but TradeDesk's DSP model effectively absorbed this function.