Evolution of the DMP Category

The discussion highlights the transformation of the Data Management Platform (DMP) category over the years, particularly with regulatory changes and the decline of third-party cookies. Initially, Permutiv launched as a DMP in 2013, aiming to help publishers manage their data more effectively as privacy concerns emerged. It shifted focus in late 2016 when it recognized the growing significance of first-party data as third-party signals diminished. By enabling publishers to leverage their own data for better decision-making, Permutiv positioned itself uniquely in the evolving advertising landscape.