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  • March 23, 2022

Neustar and Permutive Partner on Cohort-Based Advertising

Neustar is partnering with Permutive to bring together the Neustar Fabrick data connectivity platform within the Permutive Audience Platform for advertisers and publishers to collaborate without third-party cookies or device IDs. The partnership safeguards advertiser and publisher first-party identity data to bring addressability, transparency and privacy to digital advertising.

With this partnership, advertisers and publishers can work together to build and activate desired audiences at scale via Publisher Cohorts across publisher inventory. Publisher Cohorts groups like-minded users based on similar characteristics and behaviors without identifying individuals. Advertiser audiences are activated as Publisher Cohorts through Permutive's Audience Platform in real time.

"This partnership unlocks the connection between leading publishers and advertisers by delivering addressable advertising that scales while safeguarding publisher data and reinforcing their direct business," said Steve Francolla, head of partnerships at Permutive, in a statement. "Permutive's Audience Platform powers the leading Publisher Cohort Infrastructure on the open web. Extending Neustar Fabrick into cohorts allows publishers to meet advertisers' demand for their audiences in a secure environment. This partnership is the first integration of this kind at Permutive and paves the way for a more responsible web."

"For the first time, publishers and advertisers can execute highly accurate audience targeting campaigns without the use of cookies or mobile ad IDs," said Steve Silvers, senior vice president of product at Neustar, in a statement. "Buyers and sellers can transact using valuable consumer insight without fear of data leakage or loss of scale, which meaningfully addresses privacy considerations given the changing landscape."

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