Permutive has formed an integration with TransUnion’s identity graph to address the targeting issues that occur when users opting out of data sharing and cookie tracking,
AdExchanger reports. According to Permutive, only 30% of web traffic is addressable through third-party cookies or alternative ID’s. Julie Clark, SVP of diversified markets, media and
entertainment at TransUnion.“The unique element here is having one key to many different sources, and being able to have that be scaled out across publishers,” Clark said. “This is
one of the first times that we’ve scaled in this way where our identity becomes incredibly portable.”