Case Study: Penske Media Corporation achieves 100% audience addressability with Permutive

Penske Media Corporation unlocks 100% addressability with Permutive

Penske Media Corporation (PMC) faced the challenge of monetizing its entire audience amidst increasing user privacy choices and cookie restrictions. They needed a future-proofed, first-party data strategy to reach opted-out audiences and sought a partner with publisher-focused expertise and technology. They chose to partner with Permutive and implement its Audience Platform to build this new data foundation.

By working with Permutive, PMC developed its ATLAS Data Studio, building unique audience segments from four data pillars. This solution enabled 100% addressability, allowing PMC to move to a portfolio sales strategy and provide valuable pre- and post-campaign insights. The results included a 46% increase in revenue from first-party data and a 5x increase in click-through rates for campaigns using that data, demonstrating the significant impact of its partnership with Permutive.

Penske Media Corporation (PMC)