Case Study: Sky reduces CPA and boosts sales with Permutive

Sky reduces CPA by 55% with Permutive

Sky, a major media and telecommunications company, faced the challenge of its heavy reliance on third-party cookies for digital advertising, which threatened future performance and scale. To proactively address this cookieless future, Sky partnered with vendor Permutive to test its patented technology for building dynamic lookalike audiences using first-party data.

Permutive's solution enabled Sky to leverage publisher first-party data to build modelled cohorts for activation across the open web, moving beyond the limitations of cookies. The results from a geo-lift study were significant: Permutive helped Sky achieve a 55% reduction in cost per acquisition (CPA), a 121% increase in sales attributed to media, and a 179% increase in reachability. These results vastly outperformed objectives, proving the effectiveness of Permutive's cookieless approach and leading to a full rollout across Sky's media plans.

Sky