# Permutive Reviews **Vendor:** Permutive **Category:** [Data Management Platforms (DMP)](https://www.g2.com/categories/data-management-platform-dmp) **Average Rating:** 4.5/5.0 **Total Reviews:** 86 ## About Permutive Permutive is a predictive data collaboration platform designed to facilitate the secure collaboration among publishers, advertisers, agencies, and retail media leaders. This innovative solution integrates clean room capabilities, curation, and first-party data activation into a single, privacy-first framework. By focusing on data security and compliance, Permutive allows users to leverage their data effectively while adhering to privacy regulations. The platform is particularly beneficial for organizations looking to enhance their advertising strategies through better data utilization. Publishers can optimize their audience signals, while advertisers gain access to valuable insights that drive campaign performance. The ability to collaborate across multiple channels without compromising data integrity makes Permutive an essential tool for businesses aiming to maximize their advertising impact in a privacy-conscious environment. Key features of Permutive include its advanced Data Clean Room, which enables advertisers to work securely with over 150 publishers on the open internet. This feature eliminates the need to share personally identifiable information (PII), move data, or engage in complex coding processes, thereby simplifying the collaboration process. Additionally, the platform’s reimagined Data Management Platform (DMP) harnesses artificial intelligence to enhance workflow efficiency, provide actionable insights, and recommend proactive opportunities for users. Permutive stands out in the market with its proprietary taxonomy and AI-driven modeling, which together create curated packages that emphasize contextual relevance and real-time publisher insights. This unique approach allows for stronger targeting and access to brand-safe inventory, ultimately leading to measurable outcomes for advertisers. By combining first-party affinity data with publisher signals, Permutive empowers media-buying agencies to make informed decisions that drive successful advertising campaigns. Overall, Permutive offers a robust solution for organizations seeking to navigate the complexities of identity and data collaboration in the digital advertising landscape. Its focus on privacy, security, and collaboration positions it as a valuable resource for those looking to enhance their advertising efforts while maintaining compliance with data protection regulations. ## Permutive Pros & Cons **What users like:** - Users value the **user-friendly interface** of Permutive, facilitating quick onboarding and effortless insight extraction. (6 reviews) - Users praise the **premium customer support** of Permutive, noting quick responses and exceptional guidance from the team. (5 reviews) - Users value the **easy integrations** of Permutive, enhancing their campaign effectiveness and overall user experience. (5 reviews) - Users praise the **transparent cohort modelling** and **real-time data processing** , enhancing audience segmentation and integration capabilities. (5 reviews) - Users praise the **wide range of supported integrations** in Permutive, enhancing functionality and flexibility across platforms. (5 reviews) - Users value Permutive's **intuitive interface** , which simplifies onboarding and enhances data insights effectively. (4 reviews) - Customization (3 reviews) - Data Management (3 reviews) - Insights (3 reviews) - Security (3 reviews) **What users dislike:** - Users face **restricted data accessibility** and a confusing interface that complicates campaign optimization and communication. (3 reviews) - Users notice **data inaccuracy** when integrating with Facebook Ads, affecting audience targeting and campaign effectiveness. (3 reviews) - Users find Permutive to be **expensive** , making it less accessible for some companies seeking budget-friendly options. (2 reviews) - Users express frustration with **poor customer support** , preferring faster communication methods beyond just email. (2 reviews) - Users find the **complex setup** challenging, especially for advanced configurations and lacking specific best practices. (1 reviews) - Limited Features (1 reviews) - Slow Performance (1 reviews) - UX Improvement (1 reviews) ## Permutive Reviews ### 1. Feature-Rich but Communication Needs Improvement **Rating:** 4.0/5.0 stars **Reviewed by:** Nadeem Q. | Co-Founder - Managing Director, Mid-Market (51-1000 emp.) **Reviewed Date:** April 15, 2026 **What do you like best about Permutive?** I really like the large variety of features in Permutive that are mostly easy to understand and use. It's the most attractive Data Management Platform (DMP) in the market for me because of their offering. They are continuously developing useful and relevant features while listening to customer and market feedback. I appreciate that they're actively trying to solve challenges in the market, like data collaboration, curation, identity management, and improving the RFP process with features like AI keyword/audience explorer or recommendations. Tools like Planning help my team make our work and the entire RFP workflow more efficient, allowing us to reduce the lead time for offers and provide quicker responses to stakeholders. **What do you dislike about Permutive?** - New features are often not proactively shared with us, and we're not asked if we want to join a beta. We usually have to screen the change log ourselves or encounter new features late. I'd appreciate a more transparent and collaborative approach here. - Tech Support: Although the quality and response times of Permutive's tech support have improved significantly, we don't always receive satisfactory responses to our inquiries. Sometimes it's due to a lack of necessary knowledge or because no suitable solution is available (e.g., classification modeling). - The classification modeling feature feels like it's still in beta, despite being released years ago. Features like cohort membership or simple cohort name editing are missing. The output of the models is often inexplicable and disappointing, which is why we actively avoid using this feature. **What problems is Permutive solving and how is that benefiting you?** I use Permutive for personalized audience addressability and getting insights from audience data. It extends small audiences with modeling and helps respond quicker to clients. It also streamlines retargeting and integrates external data. ### 2. Intuitive DMP with Comprehensive Features **Rating:** 5.0/5.0 stars **Reviewed by:** George S. | Small-Business (50 or fewer emp.) **Reviewed Date:** April 01, 2026 **What do you like best about Permutive?** I like the ease of use of Permutive; the UX is clean, making it easy to navigate and train someone on. The wide variety of features is brilliant and allows for full management of the digital audience lifecycle. I find the targeting optimization particularly beneficial, especially when cohorts are underperforming and we can't quite figure out why. Also, the initial setup was very easy. **What do you dislike about Permutive?** I would love to see expanded capability not only across digital but social too. I would love the ability to create and prospect social-specific audiences. **What problems is Permutive solving and how is that benefiting you?** I use Permutive for managing our digital audiences and monetization planning. It's easy to use with a clean UX, full of features for audience lifecycle management, and brilliant targeting optimization, especially when cohorts underperform. ### 3. A great DMP and tech partner **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Publishing | Enterprise (> 1000 emp.) **Reviewed Date:** August 11, 2021 **What do you like best about Permutive?** Permutive has recently helped build out standardised audiences across multiple publishers for a new marketplace leading to more direct conversations with staff and experiencing great service levels **What do you dislike about Permutive?** Deeper reporting and detail on audiences, access to measurement tools **What problems is Permutive solving and how is that benefiting you?** We have been able to harness the power of our first-party data and take innovative products out to market on a regular basis. ### 4. It's very nice! Permutive is the best DMP that I've worked with **Rating:** 5.0/5.0 stars **Reviewed by:** Danilo P. | Data Analyst, Enterprise (> 1000 emp.) **Reviewed Date:** July 01, 2025 **What do you like best about Permutive?** Permutive is a DMP with a very user-friendly interface and an easy-to-navigate structure. The event collection process is excellent, which simplifies audience creation. The connectivity via BigQuery significantly speeds up data import, especially for companies with a huge volume of data. Furthermore, it boasts various integrations with key market platforms like Google DV360, Facebook, and Google Ad Manager. The reports for audience analysis are outstanding, allowing for diverse audience cross-referencing. **What do you dislike about Permutive?** Information loading can be a bit slow depending on the volume of data and the number of audiences being analyzed, but it doesn't negatively impact performance. However, it would be important to improve this. The pixel option is somewhat limited when you need to send it to capture audiences on other platforms. It would be interesting to also have a clicktracker option. **What problems is Permutive solving and how is that benefiting you?** Ease in audience management. The plans also greatly benefited our analyses. ### 5. Permutive is a Publishers path to the future **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Online Media | Mid-Market (51-1000 emp.) **Reviewed Date:** January 13, 2025 **What do you like best about Permutive?** Permutive constantly takes publisher feedback on how their product works, how it can work with other vendors, while keeping the publishers main goals in mind. Having a DMP is nice, having an integrated solution that is a DMP plus so much more is what Permutive is evolving into each year. It is an easy to use platform that many teams see value in besides the sales org. It helps us drive more informed decisions across all areas of our business. If we do not see a function we need or would like, the Support team is patient with trouble shooting. **What do you dislike about Permutive?** Transparency of information or sourcing in certain areas makes future work a bit more difficult. If the connection is not something, you can toggle after creation. Every team is built differently, though, and our team might be only one of the few challenged by this. **What problems is Permutive solving and how is that benefiting you?** They solved our data clean room issues by offering that as a service to connect to advertisers, while also bringing us campaigns from advertisers we were not currently actively engaged with. ### 6. Good Tool with Good Customer Support, though your dedication is required **Rating:** 4.0/5.0 stars **Reviewed by:** Steven K. | Ad Ops/ Campaign Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** December 01, 2020 **What do you like best about Permutive?** Easy to collect audience data to retarget. Easy to retarget who visited specific landing pages, article pages. Their tech support is pretty quick and accurate. **What do you dislike about Permutive?** There's a significant discrepancy when I send data to Facebook Ads. A primary reason for this is that Facebook's audience primarily uses their mobile app, whereas the data we collect comes mainly from desktop and mobile web browsers. **Recommendations to others considering Permutive:** You better have an audience data specialists who can plan out short term use purpose and long term use purpose. **What problems is Permutive solving and how is that benefiting you?** It's easy to retarget audiences who visited specific landing pages or articles. Plus, it provides valuable audience insights for those particular visitors. ### 7. The best DMP in the market **Rating:** 4.5/5.0 stars **Reviewed by:** Alistair S. | Head of Commercial Data & Insight, Mid-Market (51-1000 emp.) **Reviewed Date:** January 15, 2025 **What do you like best about Permutive?** Working in media and intelligence for over 20 years, I have used many different tools in my time. What makes Permutive so good is not only the ease when building segmentation but the mass of insights, data and intelligence it brings which benefits multiple areas of our business not only the commerical stakeholders. Permutive software goes so much further than other DMP's in helping to understand in build large or even niche audiences using mutliple differnt identifiers. Justification has never been more important for buyers and being able to provide the intelligence of who the audience is and how they behave gives the buyers and ourselves as a media owner peace of mind **What do you dislike about Permutive?** There are very few things to dislike about Permutive. Probably the only frustration is that Permtutive are so good in looking at audiences and intelligence for standard display campaigns, I want to be able to do this for all areas of the business especially in brand/native solutions, so I maximise the insights i get across a wider area of my business **What problems is Permutive solving and how is that benefiting you?** With the focus being on declared and first party data, as a media owner we are trying to collect more of oue own data as well as working with trustworthy second party data providers. Permtuive are aware of this market trend and have build a connectivity tool that allows data to flow much more smothly into the tool, but also importantly to be exported out it as well ### 8. Streamlined Data Platform with Advanced Segmentation Control **Rating:** 4.5/5.0 stars **Reviewed by:** Olaf M. | Team Lead Programmatic Data & BI, Mid-Market (51-1000 emp.) **Reviewed Date:** February 15, 2022 **What do you like best about Permutive?** - 1st party driven DNA, independent of 3rd party vendors (no "legacy DMP") - Lean and clean architecture, similar to a data analytics platform, focused on different event types, giving you a clear understanding of where your data comes from and what you can do with it (no marketing data gobbledygook) - A well-designed and structured platform with good UX - Transparent and complex cohort modelling, giving publishers complete control over segmentation. You need to be at least a little experienced in audience segmentation and spend some time in the initial setup at the beginning - Real-time data processing at the edge (not just on paper), good performance in the ad tech stack (even in a GDPR environment) - Event streaming to data warehouse (Google Cloud) gives your BI many more possibilities (e.g. for product development or real-time dashboard for editors). - Supports a wide range of platforms and integrations (web and app, TV SDK), server side and ad technology frameworks (Prebid) - Slim, customisable script ready to handle additional publisher parameters - Integration with GAM works perfectly - Excellent and proactive support team - monitor traffic for anomalies - Feature development based on publisher input - bringing in demand opportunities **What do you dislike about Permutive?** - Batch data import very basic when it comes to more advanced configurations (e.g. ingesting structured 1st party data) - Could provide more publisher specific best practices (share smart segment how to's, etc) **What problems is Permutive solving and how is that benefiting you?** - becoming independant from third-party data vendors - implementing first party data strategy - Real-time (client side) segmentation - Advanced contextual targeting and content classification (NLP) - Full transparency and control over cohorts /segments - Enrich the data platform with further insights for business intelligence ### 9. Great, versatile tool that actually does what it is supposed to do **Rating:** 5.0/5.0 stars **Reviewed by:** Marin K. | Chief Monetization Officer, Mid-Market (51-1000 emp.) **Reviewed Date:** January 10, 2025 **What do you like best about Permutive?** Great and versatile DMP. It offers lots of integrations out of the box, intuitive dashboards, and basically endless opportunities for fine-tuning, experimenting, and improving both direct and open market campaigns. Premium customer support and ease of implementation are among the best on the market, and you also benefit from the expertise of Permutive teams. It's great to have access to their know-how in building custom audiences and increasing eCPMs, especially if you are at the beginning of your first-party data utilization journey. I especially like the premium and innovative feel when working with Permutive. The product is constantly improving with new features launching regularly, mostly based on customer feedback. Permutive is a great tool that does exactly what it is supposed to do if you know how to use it. **What do you dislike about Permutive?** Like all products working with huge amounts of data ocasionally you will experience bugs or parts of the system not working as advertised. But usually these errors are resolved quickly and efficiently. **What problems is Permutive solving and how is that benefiting you?** Increasing the efficency of our direct and open market deals by using first party data to create custom audiences. ### 10. Permutive is a must have tool for digital publisher to build and grow audience segments profitably **Rating:** 5.0/5.0 stars **Reviewed by:** Pradeep M. | Senior Director - Audience Analytics, Enterprise (> 1000 emp.) **Reviewed Date:** January 09, 2025 **What do you like best about Permutive?** Permutive is a complete DMP with execptional features for audience development such as easy implementation, integration with ad platfoms, great insights across audience, campaigns and revenue. With game changing tools like prospecting it is helping publishers to move their advertising partners from open marketplace to PMP and increase eCPM for best results on monetizaiton. Teams at Permutive are great with customer support and marketing communicaitons. Ease of use, great features, monetization at scale and continuos improvement in insights are a combination that works in Publisher favor. Plans feature help our sales team to go better prepared for conversations with clients and succeed. **What do you dislike about Permutive?** There are so many positives about Permutive but to be fair, they can grow their clean room capabilities soon to match the industry standards and support publishers at scale. **What problems is Permutive solving and how is that benefiting you?** Customer segmentations at scale cookieless scalability of audience seamless integration with ad platforms GTM and Insights tools for ad operations and sales rich and timely insights Identity resolution mapping monetization with first party data ### 11. Very intuitive platform with great features and swift support **Rating:** 4.0/5.0 stars **Reviewed by:** Gabriel S. | Software Engineer, Enterprise (> 1000 emp.) **Reviewed Date:** September 19, 2022 **What do you like best about Permutive?** Both the platform's user interface and user experience are very intuitive, making it easy for people from different backgrounds to create relevant audiences. The response time from the support team is pretty quick, and the cohort creation process using first-party data is simple. The development documentation is straightforward and helpful when implementing the SDKs and integrations. As a recent addition, I have to say that the Connectivity feature enabling Permutive to connect directly with datasets from different cloud providers was one of their greatest achievements. **What do you dislike about Permutive?** I feel like the Permutive team could evolve their ways of offline communication so that their clients aren't limited to communicating only via e-mail but could resort to other faster methods. Also, I believe that the finantial model related to events could improve in the sense that charging should be focused on the volume of events, and not on the amount of schemas. One other thing that can improve in a more foundational level is the terminology used throughout different features, which sometimes mix themselves together, making it easier for some concepts to get confusing. **What problems is Permutive solving and how is that benefiting you?** Permutive enables rich and relevant audiences with a platform that is data-driven, which benefits the comercial team by making the whole process much easier and faster. ### 12. Collaborative team, responsive support and leading software **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** June 24, 2025 **What do you like best about Permutive?** The support from Permutive's technical and client teams is excellent. The software is well-balanced, covering insight and targeting use cases, while remaining intuitive. **What do you dislike about Permutive?** Access to certain types of data are restricted and charged as add-ons. **What problems is Permutive solving and how is that benefiting you?** Achieving a single view of our first-party data assets, enabling rapid insights and planning for advertising briefs. ### 13. Great Platform! **Rating:** 5.0/5.0 stars **Reviewed by:** Brad D. | Manager, Programmatic Sales and Digital Strategy, Mid-Market (51-1000 emp.) **Reviewed Date:** October 03, 2024 **What do you like best about Permutive?** I've been using this platform for over four years across multiple companies, and I find that the DMP's interface and user experience are incredibly intuitive, making it easy to onboard new employees and quickly extract insights. Unlike many other platforms that make data retrieval a lengthy process, Permutive simplifies everything. The customer success team is outstanding—quick to respond and highly knowledgeable. Shout out to Brendon and Gillian for their strategic guidance! **What do you dislike about Permutive?** When optimizing campaigns in Google Ad Manager performance by segment we only see the ID # and not the full segment name. Have to build a dashboard or use a VLOOKUP to identify the segment. Beta delivery insights tool should solve this. **What problems is Permutive solving and how is that benefiting you?** Allows strategy and sales to build a narrative of who and what an audience does on our own and operated network. ### 14. Tool rating **Rating:** 4.0/5.0 stars **Reviewed by:** Patricia A. | Head of Commercial Product and Data, Mid-Market (51-1000 emp.) **Reviewed Date:** January 17, 2025 **What do you like best about Permutive?** The different types of cohorts to be able to impact the user and the insights **What do you dislike about Permutive?** There is nothing I don't like in particular. If I had to say something it would be the precision of the models, which are very low. **What problems is Permutive solving and how is that benefiting you?** Permutive is giving me a marketplace solution for selling data to our advertisers. The main benefit is the name Permutive has in the market and how highly valued it is, this helps us improve relationships with our clients. ### 15. Long-standing customer of Permutive **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Newspapers | Mid-Market (51-1000 emp.) **Reviewed Date:** January 14, 2025 **What do you like best about Permutive?** The performance and sophistication of the offering. **What do you dislike about Permutive?** It is an expensive product, which may be prohibitive to some companies. **What problems is Permutive solving and how is that benefiting you?** Permutive enables us to monetise 100% of our traffic via audience targeting (and related capabilities); this is very valuable to us as a business, since 1st party data is a key part of our market positioning and this solution allows us to leverage our higher-yielding ad products across our properties. Permutive also has newer capabilities and products which we are now using - e.g. their Affinity and Contextual tools - which are particularly helpful for monetising inventory where consent for data processing is not present. ### 16. great strategic partner **Rating:** 5.0/5.0 stars **Reviewed by:** brian l. | Vice President, Revenue Operations, Small-Business (50 or fewer emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** top notch customer service, white glove treatment. the data/privacy space is tricky enough to navigate without an innovative partner helping guide the way **What do you dislike about Permutive?** Permutive is a very innovative platform/product offering. Other DMP-like platforms have been able to iterate off Permutive's firsts in the space. **What problems is Permutive solving and how is that benefiting you?** as a publisher, we see the value of all services from Permutive. however, we are somewhat beholden to the marketing/advertising side to catch up and realize the same value. Permutive is helping drive that facilitation as well. ### 17. Great product and even better customer support. **Rating:** 5.0/5.0 stars **Reviewed by:** Jacqueline J. | Senior Manager, Ad Operations, Mid-Market (51-1000 emp.) **Reviewed Date:** August 09, 2024 **What do you like best about Permutive?** I really like Permutive's UI. It makes it very simple to create, select and/or compare data and audience cohorts. I also love the customer support we recieve from our team at Permutive. Alex, Claire and Brendan have been a dream to work with. **What do you dislike about Permutive?** I don't always love the index metrics. I find them tough to read at times. **What problems is Permutive solving and how is that benefiting you?** Permutive allows us to properly target our readers via 1st, 2nd and 3rd Party cohorts like we've never been able to. We have been shown creative ways to execute specific strategies to meet client needs. ### 18. Great product, excellent customer support **Rating:** 4.0/5.0 stars **Reviewed by:** Nicholas S. | Senior Director Programmatic Strategy and Analytics, Mid-Market (51-1000 emp.) **Reviewed Date:** July 30, 2024 **What do you like best about Permutive?** Permutive helps us better monetize our first and second party data. While I am not the one that builds the segments, the team that does is able to turn them around very quickly, and it is easy for us to build the segments and inmplement them into our ad stack. Finally, the customer support team is execellent, and very easy to work with, with quick response times. **What do you dislike about Permutive?** While I do think the segments are easy to build and implement, they do take some time to populate (not uncommon) so any improvements there would be great. **What problems is Permutive solving and how is that benefiting you?** Monetizing first and second party data to sell more targeted ads, and better monetize our site. ### 19. Robust and reliable product **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** January 10, 2025 **What do you like best about Permutive?** Constant and useful product evolutions, simple integration. **What do you dislike about Permutive?** Interaction with support not always clear **What problems is Permutive solving and how is that benefiting you?** Advertising delivery with Google AD Manager ### 20. Great UX, Great Customer Support **Rating:** 5.0/5.0 stars **Reviewed by:** Kristen Y. | Programmatic Manager & Data Specialist, Mid-Market (51-1000 emp.) **Reviewed Date:** August 15, 2024 **What do you like best about Permutive?** Great Customer Support; Creating cohorts is straightforward and easy to edit. **What do you dislike about Permutive?** Population time for new cohorts can be slow at times and predicted audience size can sometimes be innacurate. **What problems is Permutive solving and how is that benefiting you?** Permutive's new Keyword Explorer feature makes creating cohorts so much more efficient. ### 21. In a fairly saturated market, Permutive stands out as a future ready DMP **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Online Media | Mid-Market (51-1000 emp.) **Reviewed Date:** July 26, 2024 **What do you like best about Permutive?** In a fairly saturated market, Permutive stands out as a future-ready DMP constantly looking to innovate based on customer feedback. Equally as important, they provide incredible high-touch customer service. This is a winning combination that sets them apart. **What do you dislike about Permutive?** While Permutive has best-in-class first-party data features and capabilities, their third-party data support can be better. **What problems is Permutive solving and how is that benefiting you?** Permutive gives us an easy-to-use platform to manage our first-party data with less reliance on third-party cookies. ### 22. Easy to use, great account management **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** July 25, 2024 **What do you like best about Permutive?** The support team: Everyone we have interacted with are fantastic, both technical and account managers. **What do you dislike about Permutive?** The cost maybe, but outside of that it fits its purpose well. **What problems is Permutive solving and how is that benefiting you?** The use of uplading tables and creating behavioural first party audiences to target for direct sales purposes. Most our campaigns use some sort of audience assigned to it. ### 23. Permutive is definitely the most user-friendly data module that I have used **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** January 05, 2023 **What do you like best about Permutive?** As discussed above, it is a very user-friendly module. Everything is very accessible and digestible. Previously, I have used modules such as Simmons Insights that take months of training and longer to understand. It was as if every step you took towards finding the data had to be relearned entirely each time it was used unless detailed notes were taken. This is very straightforward. It was very well taught over the course of an hour, and by the end of the hour, not only myself but the other team members felt comfortable and capable with the module. On top of that, when I have had questions or inquiries regarding Permutive, and its data, there has been a timely response from the support team as well as replys thereafter. Another thing that makes the module far more digestible is the help page. I have not yet used a module that has such a comprehensive help page, with definitions or breakdowns readily available for practically everything that has been presented. **What do you dislike about Permutive?** There seems to be a lack of benchmarks to measure some of the third-party data. Because it comes from an outside source, some questions are left unknown such as what determines an affluent household and why indexes may be higher for certain groups with higher total percentages. Though these answers are not urgently needed, they would still be useful. One other issue I have noticed, though it is a very minuscule issue, is load times. With a new Mac laptop and good connection, some pages take what feels like a very extensive time to load. As I am frequently switching between each tab to gather data, it would be nice for the load times on some of the data points to be improved. Once again, though this is a very small issue, the load times seem to be longer than any other module I use. **What problems is Permutive solving and how is that benefiting you?** Permutive is helping us further break down campaigns we run for our clients, giving them more benchmarks to determine the campaign's success. Though we have not been using them for long, we hope to see clients have an increased desire to book another campaign based on these additional performance analytics. We hope that clients will see these insights and it will further interest them in either renewing their campaign or potentially adding another campaign with increased targetting based on the data presented. In house, this also helps our team when discussing potential campaigns with the client. We can look at data from previous campaigns and recommend to new clients of similar interest which direction they should move in. ### 24. Great customer service, quick to answer my questions with screenshots & explanations **Rating:** 5.0/5.0 stars **Reviewed by:** Katherine H. | Mid-Market (51-1000 emp.) **Reviewed Date:** March 18, 2023 **What do you like best about Permutive?** Audience targeting for very specific segments. Insights on campaigns for recaps. **What do you dislike about Permutive?** It can be a little confusing understanding the language on how to explain the insights, in regards to the index. Or how to pull the data on impressions served with audience insights. **What problems is Permutive solving and how is that benefiting you?** It's helping for us to target specific audiences & apply insights. And explain demos to clients. Give insights on campaigns. ### 25. Excellent Informed Service **Rating:** 5.0/5.0 stars **Reviewed by:** Sean M. | Technical Account Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** January 20, 2023 **What do you like best about Permutive?** Justin communicated well and resolved all of my problems with absolutely no issues or confusion **What do you dislike about Permutive?** I honestly didn't see any downsides, the service was excellent **What problems is Permutive solving and how is that benefiting you?** Permutive is helping MindBodyGreen as a DMP to help get more refined audience data that they can take to market in selling campaigns ### 26. Excellent customer service and market knowledge **Rating:** 4.5/5.0 stars **Reviewed by:** Steven C. | Commercial Data Partner, Mid-Market (51-1000 emp.) **Reviewed Date:** April 02, 2020 **What do you like best about Permutive?** Mainly been impressed with their support and service levels. I had serious concerns at first given the number of clients they had taken on recently that they would be able to be as hands-on as we needed. However, they exceeded expectations, we had an aggressive deadline to migrate and they met it comfortably. Since launch they've also continued to support and even drive some of our product development, sales training, etc. **What do you dislike about Permutive?** Some of their segmentation advice felt a bit loose. They suggested creating segments of sports fans based on users who had viewed one-page view that day. I understand the need to evangelise their real-time capabilities and promote the helping of monetising passer-by traffic but this feels disingenuous to me. I certainly wouldn't class someone as a fan of anything from one-page view. However, when we had that discussion they quicky suggested alternative routes which we were much happier with. **What problems is Permutive solving and how is that benefiting you?** Pemrutive have helped us to monetise our Safari and Firefox audience. Safari, in particular, is a large and highly desirable audience which we wanted to know more about and package up to advertisers. ### 27. Permutive review **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Newspapers | Enterprise (> 1000 emp.) **Reviewed Date:** September 30, 2022 **What do you like best about Permutive?** Permutive are clear experts in their area, with a genuine interest in supporting publishers and championing privacy. The future of non-consented inventory is a key focus area for us, and some solutions are already emerging. Further support in this area would be welcomed, such as measurement and effectiveness. And, as always, facilitating industry conversations. **What do you dislike about Permutive?** Permutive's move to engage more directly with the buy-side appears to be a move away from their dedicated market. **What problems is Permutive solving and how is that benefiting you?** The move away from 3rd party cookies has been hugely beneficial, as well as the speed of insights available from an easy to use dashboard. Friendly support across all of our business areas is always readily available too. ### 28. Permutive - Best DMP for your website **Rating:** 5.0/5.0 stars **Reviewed by:** Mareen A. | Head of Ad Operations, Mid-Market (51-1000 emp.) **Reviewed Date:** May 18, 2022 **What do you like best about Permutive?** Permutive has helped us understand our users and allowed us to gain valuable insight into our audience. It is light on the page and has features like backdating and creating look alike modelling. **What do you dislike about Permutive?** The platform UI can be improved as it feels dated and can confuse first-time users. There are also some sections that we are not able to access unless we use a direct link even though we have access to the site. **Recommendations to others considering Permutive:** - Running costs - Size of your audience - Do you want to use permutive for insight or scale - Might not be able to track all of your commercial requirements **What problems is Permutive solving and how is that benefiting you?** Permutive has helped us improve our campaign performance and has solved a lot of problems with audience addressibility. We feel we are in a good position when cookies are depreciated by browesers. ### 29. They say that dogs are a man's best friend.... I say Permutive is a publisher's best friend. **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Online Media | Mid-Market (51-1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** Permutive offers exciting depth when it comes to building custom segments to fit an advertiser's needs. Building new segments is fairly straightforward. Love the browser extension - great teaching tool that offers a clear view into how everything works! Our dedicated account manager was super knowledgeable and helpful. We miss Rico!! **What do you dislike about Permutive?** Logic used to build segments is occasionally confusing (if/and/or statements etc). Occasionally, we'll receive something like an advertiser keyword list that can't be ingested into Permutive and we'll have to find a different way to fit the advertiser's needs. As a small publisher - finding segments with scale and figuring out how best to pitch them to advertisers can be challenging - could use more support/guidance/education here. **What problems is Permutive solving and how is that benefiting you?** First party data is the future for publishers. Permutive empowers us to manage and package our data in a way that feels manageable. ### 30. Great Publisher-Focused DMP **Rating:** 4.5/5.0 stars **Reviewed by:** Scott M. | SVP, Media, Mid-Market (51-1000 emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** Unlike many DMPs, Permutive is squarely focused on publisher success and productivity. Their UI is pretty straightforward, but they are always innovating and making improvements throughout. As part of the their publisher focus, they are helping build connections throughout adtech that should help publishers leverage their audience and context directly with buyers. This is important work that should not only be supported, but also encouraged. **What do you dislike about Permutive?** Most of my dislikes come from general gripes with DMPs overall. I know that DMPs are not data science platforms, and Permutiveis on the better side of analytics inside DMPs, but I would love to see some more innovation there. The platform needs to be better at the comparison of segments, showing overlaps and helping publishers understand audiences by section of their sites. **What problems is Permutive solving and how is that benefiting you?** We have a very SEO focused audience and a rich taxonomy, so we're looking for how to transform visitor-intent into intent-audiences. Once we convert those intentions into audiences (not just in-page context), we then enable tactics of "audience expansion" to bridge with our advertiser's desired audiences. Further, we are aggregating different types of data (taxonomy, declared, identity) into the platform, so we are looking for ways to further combine, leverage and expand those sets. ### 31. Great tech and excellent customer service **Rating:** 4.0/5.0 stars **Reviewed by:** Chris B. | Global Data Manager, Enterprise (> 1000 emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** The nature of the tech has meant that successive business challenges around privacy and changes in ad tech have been easy to address (insofar as they relate to audience behavioural data collection). The customer support has generally been excellent, with nothing being too much trouble, and I've been able to get support on any issues or questions I've had. The increased scale we've been able to achieve with Permutive and the relative simplicity of most common processes are the strongest points for myself as a user. **What do you dislike about Permutive?** The GUI could stand to be improved. The reporting capabilities cover most if not all of the standard metrics one would use to measure audience and engagement, but getting detailed insights out of the platform is a fairly slow, manual process. The Routing add-on can certainly help with this, but is a costly addition. The process of cohort building can be clunky, with some more complex combinations of boolean operators varying from laborious to practically impossible to set up. Some integrations with other platforms can be difficult to implement. **What problems is Permutive solving and how is that benefiting you?** Firstly we've been able to increase the scale of our targetable audience by a very significant amount. Secondly, we've been able to better define cohorts and combine various sources of data not possible with other DMPs we've used. Being able to activate the data in other contexts and for other business usecases has been invaluble. The insights into our audience and how this differs for various cohorts and subsegments has been enormously helpful in understanding our audience and demonstrating value to clients. ### 32. Good and easy-to-use solution **Rating:** 3.5/5.0 stars **Reviewed by:** Saúl D. | Ad Ops Manager, Mid-Market (51-1000 emp.) **Reviewed Date:** January 15, 2022 **What do you like best about Permutive?** Intuitive and easy-to-use interface (quick learning curve and management of the tool). Dedicated and committed Support Team: always eager to help and sharing best practices or ideas for getting the best of the tool. In constant development, offering new features adapted to market changes and needs. **What do you dislike about Permutive?** No local support in my country (Spain) at this moment , so we had to do all the on boarding and trainings in English. Price: in general (not only Permutive one) DMPs are expensive tools, so you must be really sure of what you want this for and that it has all the features needed for your company purposes. Some features (as 3rd party insights or keywords on pages crawling ) have an extra cost. You cannot upload a massive list of segments by yourself directly on the platform (using an Excel for example) and need their Tech Support help for doing this. It still has some limitations: unable to track clicks in app or on the mobile web. Also desktop clicks are calculated as an "estimation" (clicks are measured by monitoring mouse cursor focus. When a user hovers over an ad and see that the window loses focus, then this DMP count this as a click). **What problems is Permutive solving and how is that benefiting you?** New and useful insights of our site audience and its behaviour. which led us to new business opportunities. We take advantage and are ready to the upcoming "cookieless age" thanks to Permutive. **Official Response from Mike O'Keeffe:** > Thanks for taking the time to leave us a review Saúl. We really appreciate the feedback and have now expanded our team to provide onboarding support in Spanish, as well as making improvements to our cohort ingestion process. Mike ### 33. Smooth experience **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** October 28, 2022 **What do you like best about Permutive?** The platform is very user-friendly and easy to navigate. The support team is also very knowledgeable and timely in their responses. **What do you dislike about Permutive?** So far, I haven't come across any issues. **What problems is Permutive solving and how is that benefiting you?** Being able to leverage 1P data targeting to clients makes pitches more attractive. ### 34. Permutive Review **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** What I like Permutive the best is the flexibility to create customized audience segments based on different keywords and content segments on our website. **What do you dislike about Permutive?** One major downside of using Permutive is that it is a UK-based platform, and since I work in the US, a lot of the US-based audience segments are restricted by the GDPR rules in Europe. **What problems is Permutive solving and how is that benefiting you?** As I mentioned above, we've trying to expand our US-based audience segments in Permutive for our direct and programmatic business, and throughout the past two years working with Permutive, it's glad to know that the company has put a lot of efforts into expanding the US market and supporting US-based companies. ### 35. A great combination of great customer service and a powerful platform **Rating:** 4.5/5.0 stars **Reviewed by:** cristhian d. | Head of Digital, Mid-Market (51-1000 emp.) **Reviewed Date:** May 26, 2022 **What do you like best about Permutive?** It is a platform thinking about first party data, the editors believe it is very valuable to be able to have products designed for us. **What do you dislike about Permutive?** As it is very complete, the implementation time is slow **What problems is Permutive solving and how is that benefiting you?** I haven't used it yet, but I think I can solve audience identification and activarion problems through editorial content. ### 36. Permutive's DMP is simple to use, clear and helps us generate interesting and actionable insights. **Rating:** 4.0/5.0 stars **Reviewed by:** Richard C. | Senior Account Manager, Small-Business (50 or fewer emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** Really clear and easy to understand UX that allows us to better understand and sell our data to clients. **What do you dislike about Permutive?** Nothing that I can immediately think of. I use Permutive daily and have never had a problem. **Recommendations to others considering Permutive:** N/A **What problems is Permutive solving and how is that benefiting you?** Selling audience targeting, understanding audience behaviours, technographic data etc. It has helped me get to know how different audiences behave on our site. ### 37. Head of Yield and optimisation **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Broadcast Media | Small-Business (50 or fewer emp.) **Reviewed Date:** July 06, 2022 **What do you like best about Permutive?** The in-depth reporting level, the uniqueness of the products, the capacity to track behaviours across appa **What do you dislike about Permutive?** not enough uniformity between app and web, and the lack of suitable products outside of GAM environment. Permutive products seem to be built mainly for web publishers using Google manager adserver **What problems is Permutive solving and how is that benefiting you?** Data collection from multiple supports and environments, the segmentation between separate instances ### 38. Stéphane Gillet's review **Rating:** 5.0/5.0 stars **Reviewed by:** Stéphane G. | Head of Programmatic & Adops, Enterprise (> 1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** The customer care and the team, being available and following thoroughly our projects. We use BeOp with Permutive, and the connection is flawless, which is very helpful. **What do you dislike about Permutive?** The lack of local technical contacts, as it seems that the team in France is mainly sales oriented. **What problems is Permutive solving and how is that benefiting you?** Optimization of our data, 1st party data collection, integration and creation of new segments. Benefits : an upgrade of our targeting, a better audience, therefore more revenues. ### 39. The BEST option for a Publisher **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Publishing | Mid-Market (51-1000 emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** Everything. From the robust and flexible data collection, to the portability, to the world-class support team, they've been miles above all of the category competitors I've worked with over the last 15 years. **What do you dislike about Permutive?** I honestly don't have a solid answer for this. Everything that's missing, everything I want to see be added or built is being worked on and we're even testing some of those out now to help develop and define them. **Recommendations to others considering Permutive:** If you're a publisher, you can't go wrong with Permutive. **What problems is Permutive solving and how is that benefiting you?** We're solving 1P data collection and activation. Insights and analytics. Democratization of audiences and data. Ad targeting, programmatic enhancements and more. It's a core piece of our business ranging from pre-sale to post-sale. ### 40. Best in-market solution **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Publishing | Mid-Market (51-1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** Built on edge-computing and works in realtime. Innovating within the space constantly and hires smart talent! **What do you dislike about Permutive?** Not a dislike, but more a challenge on their hands... There is a lot of competition within the space. Permutive will have to continue to innovate and build relationships with the whole ecosystem or they risk being challenged by over up and coming solutions with interesting USP's. **What problems is Permutive solving and how is that benefiting you?** We are currently working to build out the breadth of our 1P data strategy, incorporating emails and bringing this data to the forefront of our commercial proposition. It's too early to say benefits, but Permutive are supporting us throughout this process. ### 41. Intuitive platforms are the key to success in data management **Rating:** 4.0/5.0 stars **Reviewed by:** Rob B. | Programmatic Director, Mid-Market (51-1000 emp.) **Reviewed Date:** August 10, 2021 **What do you like best about Permutive?** The fact the platform is accessible to all the different stakeholders in the business. We can build segments in realtime and have automated integrations into partners like GAM and BEOP and many more **What do you dislike about Permutive?** Being candid - the price. As a publisher we have learned to reduce ad units on the page, creating more page views and reduced CPM's. However Permutive charges on a page basis - which has limited our rollout plan. We have utilised the ability to only use Permutive on core geo's - but we would ideally have everywhere - but the model does not allow for this. **Recommendations to others considering Permutive:** Be honest with your plans and ask them what you need to help. They have a wealth of knowledge and the platform is both intuitive as well flexible for your data needs. **What problems is Permutive solving and how is that benefiting you?** We are at the beginning of our journey with Permutive - so using it for generating targetable audiences, however I know from speaking to people using it, there is a multitude of problems we can solve, as well opportunities we can exploit. ### 42. Great first party DMP **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Online Media | Enterprise (> 1000 emp.) **Reviewed Date:** February 14, 2022 **What do you like best about Permutive?** The onboarding process is very good with a success team that really helps you in your needs. The web and native integration is easy and you can start to work with the product quickly. **What do you dislike about Permutive?** The backoffice is simple and effective, but the analytics and insight capabilities are improvable. Some integrations with other platforms can be difficult to implement. **What problems is Permutive solving and how is that benefiting you?** Improve the monetization of our first party data and provide insights of our users, creating and managing interest segments. The ad availability was increased since Permutive works on 1st impression. ### 43. Easy to use experience **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** Permutive makes it easy to create new audiences to clearly match the niche audience our clients are looking for. It's extremely helpful that the audiences don't have a certain lookback window and allow us to continue to grow in scale. **What do you dislike about Permutive?** The accuracy of some of the data we are sharing with clients isn't up to par. The click data is only using Desktop when the majority of our impressions run on mobile which don't allow us to give client's a clear understanding of the audience who engaged. **What problems is Permutive solving and how is that benefiting you?** One of the biggest problems we were solving for was scale of audiences where our previous method would only have a 30 day look back window. This allows us to scale audiences and use 1P 2P and 3P audiences. ### 44. Permutive provides ability to engage with user behaviors. **Rating:** 4.0/5.0 stars **Reviewed by:** Courtney G. | Head of AdOps, North America, Mid-Market (51-1000 emp.) **Reviewed Date:** January 11, 2022 **What do you like best about Permutive?** The team at Permutive is always available to help set us up for success, educate our broader team and reach out to understand the needs of the entire organization. **What do you dislike about Permutive?** The team can look to enable some teams and not teach them to do their job, but do for them. **Recommendations to others considering Permutive:** I have already recommended Permutive to colleagues **What problems is Permutive solving and how is that benefiting you?** The benefits have proved astounding and highlight how engaged our 1P users are across the sites. We can show our clients that we have active and engaged users they want to speak to and need to reach. ### 45. great product, has grown a lot in a short space of time, need to think of the diverse clients needs **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Broadcast Media | Small-Business (50 or fewer emp.) **Reviewed Date:** July 14, 2022 **What do you like best about Permutive?** very helpful, great account management, **What do you dislike about Permutive?** the focus on one subset of digital industry when making decisions, need a wider focus to include all mediums that use the product **What problems is Permutive solving and how is that benefiting you?** lookalikes, data analysis and safe storage ### 46. Great platform **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Publishing | Mid-Market (51-1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about Permutive?** Easy to set up audiences and integrated with GAM **What do you dislike about Permutive?** I don't dislike anything for this platform **What problems is Permutive solving and how is that benefiting you?** nothing ### 47. Awesome product and great support team **Rating:** 4.0/5.0 stars **Reviewed by:** Brad D. | Mobile & Audience Monetization Specialist, Small-Business (50 or fewer emp.) **Reviewed Date:** November 08, 2021 **What do you like best about Permutive?** Permutive team is great to work with and has helped increase revenue. The reporting insights is my favourite tool. Seeing what segments index high against all other segments is useful. **What do you dislike about Permutive?** Nothing to dislike here. When creating a lookalike model I wish it was easier to search for the seed cohort. When you have 100s of segments difficult to find cohort. **What problems is Permutive solving and how is that benefiting you?** Permutive is helping us scale our first-party data offerings. ### 48. A Strong DMP **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** January 12, 2022 **What do you like best about Permutive?** There is a very accessible, customizable segment modeling tool that allows for precisely the balance of scale and accuracy you need. **What do you dislike about Permutive?** AND/OR functions cannot be changed on an existing cohort. Instead, new logics need to be constructed if you're opening up / closing down scale. **What problems is Permutive solving and how is that benefiting you?** Contextual relevance is insufficient these days. Knowing *exactly who* our advertisers are reaching is key. ### 49. Incredible service and product! **Rating:** 5.0/5.0 stars **Reviewed by:** Aleksandra B. | Global Programmatic Buying Manager, Enterprise (> 1000 emp.) **Reviewed Date:** February 08, 2022 **What do you like best about Permutive?** Most helpful is a the team that always happy to support and help. **What do you dislike about Permutive?** Nothing I don't like I really like all the pieces of the platform, so clear and nice to use it **Recommendations to others considering Permutive:** Well structured and supportive. **What problems is Permutive solving and how is that benefiting you?** Audiences segments build and creating our first-party data. ### 50. Permutive DMP integrating with our websites and Data Lake, plus tools for registration and survey **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Online Media | Enterprise (> 1000 emp.) **Reviewed Date:** February 14, 2022 **What do you like best about Permutive?** Excellent support team, first-party cookie based, near real-time and Big Query connection **What do you dislike about Permutive?** Very few things: they should improve the timeline for new feature pricing and product requests **What problems is Permutive solving and how is that benefiting you?** Profiling users and managing segments with first-party, near real-time Publisher tool ## Permutive Discussions - [How are you getting on educating the agency side of the benefits to Permutive?](https://www.g2.com/discussions/40978-how-are-you-getting-on-educating-the-agency-side-of-the-benefits-to-permutive) - 1 comment, 1 upvote - [What is Hello amp Permutive?](https://www.g2.com/discussions/what-is-hello-amp-permutive) - 1 comment - [What does Permutive do?](https://www.g2.com/discussions/what-does-permutive-do) - 1 comment - [View Permutive pricing details and edition comparison](https://www.g2.com/products/permutive/reviews?section=pricing&secure%5Bexpires_at%5D=2026-05-13+12%3A01%3A25+-0500&secure%5Bsession_id%5D=671f7411-36e3-4fe2-8c2a-9a21fb5acba9&secure%5Btoken%5D=812c3fab1766a6908b6445c13ce4ce57440859f760731a635eb6725915eefb79&format=llm_user) ## Permutive Integrations - [Google Ad Manager](https://www.g2.com/products/google-ad-manager/reviews) - [Google Cloud Storage](https://www.g2.com/products/google-cloud-storage/reviews) ## Permutive Features **Data Integration** - 1st-Party Data Integration - 2nd-Party Data Integration - 3rd-Party Data Integration - Offline Data Integration - Mobile Data Integration - Data Export Tools **Centralized computation** - Centralized Computation **Agentic AI - Data Management Platform (DMP)** - Autonomous Task Execution - Multi-step Planning - Cross-system Integration - Adaptive Learning - Proactive Assistance - Decision Making **Data Analysis & Optimization** - Audience Segmentation - Recommendations - Standard Dashboards - Custom Reports **Localized computation** - Localized computation **Platform** - Data Permissions - User, Role, and Access Management - Performance and Reliability - Enterprise Scalability - Internationalization ## Top Permutive Alternatives - [Lotame Spherical Platform](https://www.g2.com/products/lotame-spherical-platform/reviews) - 4.3/5.0 (113 reviews) - [Google Cloud BigQuery](https://www.g2.com/products/google-cloud-bigquery/reviews) - 4.5/5.0 (1,156 reviews) - [Snowflake](https://www.g2.com/products/snowflake/reviews) - 4.6/5.0 (687 reviews)