We’re excited to announce the launch of Permutive Optimization, a groundbreaking solution designed to revolutionize how publishers optimize their campaign performance through intelligent audience targeting.

The challenge: Fragmented data and time-consuming analysis

Publishers face significant challenges in managing and optimizing digital advertising campaigns. The sales and delivery processes often involve multiple teams working across different platforms, resulting in fragmented data and knowledge. While ad servers offer various optimization tools, they often lack the capability to provide comprehensive audience-led performance analysis and actionable recommendations.

Manually analyzing campaign data is time-consuming and requires specialized expertise to derive meaningful insights. This challenge becomes even more complex when evaluating cohort performance and ensuring alignment between recommended and implemented audience targeting.

Our solution: AI-powered campaign optimization

Permutive’s Optimization product addresses these challenges by providing instant, actionable insights into cohort performance and AI-driven recommendations for improvement. Our solution combines three powerful data sources:

• Google Ad Manager (GAM) data to analyze the potential performance of untargeted cohorts

• Permutive user data to assess incremental reach and audience affinity

• Advanced Generative AI analysis to ensure targeting recommendations align with advertiser requirements

What sets our solution apart is its ability to automate the heavy lifting of campaign analysis while providing context and justification for every recommendation. This enables publishers to make data-driven decisions quickly and communicate changes effectively to advertisers.

Key benefits for publishers

From day one, publishers can instantly assess cohort performance for live campaigns and remove underperforming segments. They can also discover new opportunities to improve reach or click-through rates (CTR) by leveraging untargeted cohorts. Additionally, publishers can quickly identify and resolve any misalignment between sold and delivered audiences, ensuring optimal campaign outcomes.

Looking ahead: Our product roadmap

This launch marks the beginning of our vision as we actively explore exciting enhancements to our Optimization suite for the future. This includes: 

• Historic campaign reporting capabilities: Build reports for past campaigns to enhance your post-campaign analysis.

• Enhanced user behavior insights: Gain a deeper understanding of user types and how their engagement drives campaign success.

• Support for additional performance metrics, including attention metrics: Move beyond impressions and clicks to showcase the value of your data.

• Expansion to other ad servers: Extend support to platforms beyond Google Ad Manager.

We’re also working on integrating some of these insights into our Audience Planning product, enabling performance-backed audience recommendations during the campaign sales process.

Get started: Unlock the power of Permutive Optimization

Permutive Optimization will be available today (January 14th, 2024) to all customers leveraging the GAM integration. To learn more about how this solution can transform your campaign optimization process, contact your Permutive sales representative or customer success manager. Non-customers can reach out to us at hello@permutives.com.