Case Study: Gumtree wins new business and boosts direct ad performance with Permutive

Gumtree boosts CTR 27% with Permutive

Gumtree, a large community classifieds platform, faced a challenge as addressability across the web collapsed due to cookie-blocking, putting its open marketplace revenue in freefall. The company needed a strategy to refocus on its direct-sold business by improving campaign performance and winning new advertiser relationships. To address this, Gumtree partnered with Permutive.

Using Permutive's service, Gumtree rebuilt its audience segments, creating nearly 600 targetable audiences from its first-party data. This solution provided granular insights that improved campaign performance and deepened relationships with advertisers. The results included a 27% increase in CTR and a 25% increase in average CPM for direct campaigns. Gumtree also saw a 100% uplift in available audiences, won significant new business from non-motors advertisers, and generated nearly £90k in revenue from new audience targeting.

Gumtree