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Reach sits at the heart of a publisher’s value proposition. Advertisers partner with publishers to reach their consumers through the publisher’s endemic and non-endemic audiences. A publisher’s ability to offer reachability of their audiences is key for providing value at scale to buyers. The technology a publisher uses to make audiences available to advertisers is a limiting factor on how much of the publisher’s true audience size and distribution are available for activation. If the true size of an audience is 10M users, but you are only able to provide targeting for 4M of those users, the reachability you offer for this audience is 40%. Reachability can be broken down further by environment distribution; for example, if 3M of these users interact with your site through Safari but you’re unable to target them, you are unable to reach Apple consumers who should fall into this audience.

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Achieving 100% addressability

Permutive’s edge technology enables publishers to address 100% of their audience regardless of browser, device, or environment. By processing data on-device rather than relying on third-party identifiers, Permutive can build and activate cohorts for every user—including those in privacy-safe environments like Safari, Firefox, and iOS where traditional ad-tech cannot reach.

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What limits reach?

A number of factors can negatively impact a publisher’s reach with traditional technologies:
  • Reliance on tracking technologies: Audience delivery that relies on third-party identifiers like third-party cookies or techniques like fingerprinting reduces reach because users that engage with your sites & apps in privacy-safe environments like Safari & Firefox and on iOS are invisible with respect to reporting and activation.
  • First pageview targeting: As browsing behavior has changed, passerby users have come to represent a significant portion of a publisher’s traffic. Publishers must be able to understand and activate new users during their first pageview, otherwise they miss out on reaching a significant percentage of their true audience.
  • Availability of data and modeling capabilities: To sell and target non-endemic audiences, a publisher must be able to reach users who they cannot identify solely with their first-party data. A publisher’s ability to import data sources and model them against their first-party user data determines the reach they can offer to brands targeting audiences that are not endemic to their properties.