Permutive, a privately owned company headquartered in the UK, was founded in 2016 and employs approximately 200 individuals. The company reported $16.4M in revenue as of 2024. It specializes in marketer and agency technology, functioning as an ad tech company offering a first-party data audience platform for media buyers and sellers.
On September 1, 2026, Permutive's Joe Root stated that fewer than 30% of consumers possess an ID, a reality that is reshaping addressability within the advertising industry. Previously, on August 17, 2026, Root suggested that artificial intelligence holds the potential to fix the inefficiencies in adtech infrastructure. This follows Permutive's announcement on July 23, 2026, of a partnership with Adform, an integrated advertising platform. This collaboration enables the direct activation of publishers' first-party data, providing a path for publishers to leverage their owned audiences across programmatic campaigns with flexibility across all major identifier types.
Permutive's customers primarily consist of other media and broadcast television and radio companies. Examples of Permutive's customers include BBC, Bell Media and TelevisaUnivision.
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