Neustar and Permutive Partner to Deliver Addressability, Scale, and Privacy Through Publisher Cohort-Based Advertising

The partnership unlocks targeting to high-quality publisher inventory without using third-party cookies or device identifiers.

RESTON, Virginia, March 22, 2022–(BUSINESS WIRE)–Neustar Inc., a TransUnion company, today announced a partnership with Permitive to enable trusted connections between advertisers and publishers by bridging the gap between consumer identity data and a privacy-focused web.

The partnership brings together the Neustar Fabrick™ data connectivity platform within the Permitive Audience platform to allow advertisers and publishers to collaborate securely without using third-party cookies or device identifiers. The partnership protects advertisers’ and publishers’ first-party identity data to bring addressability, transparency and privacy to digital advertising.

“This partnership opens up the connection between leading publishers and advertisers by delivering addressable advertising that scales while protecting publisher data and empowering their direct business,” said Steve Francolla, Head of Partnerships at Permutive. “Permutive’s Audience Platform powers the leading publisher cohort infrastructure on the open web. Neustar Fabrick’s extension to cohorts allows publishers to meet advertisers’ demand for their audiences in a secure environment. This partnership is the first integration of its kind at Permitive and paves the way for a more responsible web.”

Through this partnership, advertisers and publishers can work together to build and activate their desired audiences at scale through publisher cohorts on high-quality, premium publisher inventory. Publisher cohorts are a privacy-preserving activation approach that groups like-minded users based on similar characteristics and behaviors, without identifying individuals.

Advertiser audiences are activated as publisher cohorts through Permutive’s real-time audience platform. This approach improves accuracy and significantly addresses consumer privacy. Advertisers will benefit from the wealth of first-party publisher data, real-time audience insights, and transactions on a privacy-driven infrastructure. Publishers will benefit from generating revenue through direct and reliable connections with advertisers while maintaining control of their data.

“For the first time, publishers and advertisers can run highly accurate audience targeting campaigns without using cookies or mobile advertising identifiers,” said Steve Silvers, SVP of Product at Neustar, a TransUnion company. “Buyers and sellers can transact using valuable consumer information without fear of data leakage or loss of scale, and that significantly addresses privacy considerations given the changing landscape.”

Sign up here to start testing this solution today. The solutions deliver high-quality, addressable inventory that drives billions of impressions each month and outperforms campaigns built from third-party data – driving brand metrics such as improvement, intent, and consideration.


TransUnion is a global information and knowledge company that enables confidence in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call it Information for Good®. A leading presence in more than 30 countries on five continents, TransUnion delivers solutions that help create economic opportunity, exceptional experiences and personal empowerment for hundreds of millions of people.


Neustar, Inc., a TransUnion company, is a leader in identity resolution providing the data and technology that enable trusted connections between businesses and people when it matters most. Neustar offers industry-leading marketing, risk and communications solutions that responsibly connect data about people, devices and places, continuously substantiated by billions of transactions. Find out how your business can benefit from the power of reliable connections.

About Neustar Fabrick

Neustar Fabrick™ is the data connectivity platform underlying Unified Identity and Unified Analytics, providing marketers with the identity ties, privacy protections and data connections they need to maintain and develop their marketing and analytical capabilities in privacy-centric post-identification marketing. environment. Learn more at

About the permutative

Permitive is built on the fundamental principle of responsible marketing, which includes privacy, consent and transparency. Its Audience Platform allows publishers and advertisers to responsibly enable audiences without any third-party access to personal data.

Permitive is listed in YCombinator’s Top 150 Companies of All Time and is trusted by the world’s largest publishers and advertisers including News Corp, Hearst, BuzzFeed, Penske Media, Future plc, The Guardian, Vox Media, Insider, Hubert Burda Media and Condé Nast. International.

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Neustar Marketing Solutions Media
Erica McDonald
Finn Partners for Neustar
[email protected]

permutative media
Bluestripe Group – Zoe Baptiste
[email protected]
+44(0)7796 406899