As third-party identifiers like the cookie disappear, ad-tech breaks—targeting, frequency capping and measurement disappear. We're rebuilding data infrastructure in advertising to work with cohorts—privacy safe descriptions of users—which enable advertising use cases without the need for sharing personal identifiers.
Permutive is a Y Combinator company in the Summer 2014 batch. Its directory entry describes it as: Rebuilding data in advertising to protect privacy. The founders listed are Joe Root (Founder), Tim Spratt (Founder) (Y Combinator directory entry, May 1, 2014).
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New accelerator entry · 2014-05-01 · the record
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As third-party identifiers like the cookie disappear, ad-tech breaks—targeting, frequency capping and measurement disappear. We're rebuilding data infrastructure in advertising to work with cohorts—privacy safe descriptions of users—which enable advertising use cases without the need for sharing personal identifiers. We do this by moving data processing and management out of the cloud, and on to the user's device.
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Example from a real report (our sample on Target): “Target eliminated approximately 1,800 corporate positions, with around 1,000 employees receiving layoff notices and the remainder accounted for by eliminating open roles.” Source: NBC News
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