Permutive Reviews

“Works fine

Pros

The various cohort types that are available allow us to influence users and gain valuable insights.

Cons

There is really nothing I dislike in particular. If I had to mention something, it would be the accuracy of the models which tends to be quite low for now.

“Leading DMP in the industry

Pros

Having worked in media and intelligence for over 20 years, I have used a variety of tools but Permutive stands out. What I love about it is not just the ease of building segments but the wealth of insights, data and intelligence it provides which benefits multiple areas of our business, including commercial stakeholders. Unlike other DMPs Permutive goes far beyond the basics by helping us understand large or niche audiences using various identifiers. With buyers needing solid justification more than ever, being able to offer intelligence on who the audience is and how they behave gives both buyers and us as media owners peace of mind.

Cons

Nothing much to dislike about it. The only problem is that it is so great at analyzing audiences and intelligence for standard display campaigns that I wish I could apply the same to other areas of the business particularly in brand/native solutions, so I can maximize insights across a broader range of my business.

“Great product

Pros

Permutive's DNA is first party driven and independent of third party vendors which means no legacy DMP systems. Its architecture is clean and lean much like a data analytics platform, focused on different event types which provides clear insight into where the data comes from and what you can do with it. Also it is well-designed with a good user experience and it gives our publishers full control over their cohort segmentation. You will need some experience with audience segmentation and should spend time during the initial setup but once that's done, it is smooth sailing. Also real-time data processing works well even in GDPR-compliant environments. The event streaming to Google Cloud opens up great possibilities for us including product development and real time dashboards for editors. Also the platform supports a wide range of integrations and ad technologies and its custom scripts handle extra publisher parameters seamlessly.

Cons

The batch data import is quite basic especially when it comes to more complex configurations like ingesting structured first-party data. Also I feel like it could benefit from more publisher specific best practices such as how to share smart segment insights.

“A trusted and happy user

Pros

Everything about this software is quite impressive, be it the performance or the design. Overall I like it.

Cons

It is quite an expensive product which might be an issue for some companies.

“The future of publishing

Pros

Permutive consistently takes feedback from publishers on how their product functions and how it can integrate with other vendors, always keeping the publishers goals in mind. Also having a DMP is great but having an integrated solution that is much more than just a DMP is what Permutive has evolved into each year. It is a user friendly platform that has value across teams beyond just sales. It helps us make better decisions across the business. If we need a feature we do not see, the support team is always patient with troubleshooting.

Cons

The transparency of information or sourcing in certain areas can make future work a bit more challenging. Also if the connection is not something you can adjust after creation, it could be an issue. However each team operates differently and ours might be one of the few facing this challenge.

“A highly versatile tool that truly delivers

Pros

It is a powerful and versatile DMP. It comes with lots of integrations right out of the box, user-friendly dashboards and virtually limitless opportunities for fine tuning and experimenting to improve both our direct and open market campaigns. Their premium customer support and easy implementation are among the best I have come across and the Permutive teams bring a wealth of expertise. Also it is great to have access to their knowledge on building custom audiences and improving eCPMs, especially if you are just starting to use first party data. I love the premium feel and the innovation that Permutive brings. The product keeps improving with regular updates based on customer feedback. Overall it does exactly what it's supposed to do if you know how to use it.

Cons

Like with any product that handles large amounts of data you might occasionally encounter bugs or issues where parts of the system do not work as expected. But the good thing is that these issues are usually fixed quickly and efficiently once we point them out to the team.

“Worth your time and money

Pros

What i like the most about it is that it offers constant product evolutions and simple integration.

Cons

Sometimes I noticed that the interaction with support is not as clear as it could be.

“Essential for digital publishers aiming to grow profitable segments

Pros

Permutive is a complete DMP with exceptional features for audience development such as easy implementation, seamless integration with ad platforms and great insights into audiences, campaigns and revenue. And with tools like prospecting, it is helping publishers shift their advertising partners from the open marketplace to PMP driving higher eCPMs and better monetization results. Plus the team at Permutive offers excellent customer support and effective communication. The ease of use, combined with fantastic features, monetization at scale and continuous improvements in insights, benefits publishers like us a lot. The plans feature also helps our sales team prepare better for client conversations.

Cons

There are plenty of good things about it but I feel like they could expand their clean room capabilities soon to match industry standards and support publishers at a larger scale.

“Loved it

Pros

I have been using it for over four years at multiple companies and I find the platform's interface and user experience quite intuitive. Also it is easy to onboard new employees and extract valuable insights quickly. Unlike many other platforms it simplifies data retrieval. The customer success team is exceptional as they are quick to respond and full of knowledge. Special shoutout to Brendon and Gillian for their strategic guidance.

Cons

When optimizing campaigns in Google Ad Manager by segment, we only see the ID number and not the full segment name. This means we have to either build a dashboard or use VLOOKUP to identify the segment which takes time of ours and causes frustration.

“The best one

Pros

Permutive is quite important for us in navigating the first party data landscape and meeting customer needs.

Cons

It is not a complaint but I would like to know more about interaction and updates on new product developments.

“Packed with great features

Pros

Both the user interface and user experience of the platform are highly intuitive which makes it simple for people from various backgrounds to create relevant audiences. The response time from the support team is also excellent and creating cohorts using first-party data is simple too. The development documentation is clear and proven helpful to me when implementing SDKs and integrations. One of their greatest achievements in my opinion, is the Connectivity feature which allows Permutive to connect directly with datasets from different cloud providers.

Cons

I think the team could improve their offline communication methods. Right now clients are limited to email but having faster communication options would be great. Also the financial model for events could improve by charging based on the volume of events rather than the number of schemas. One more thing is that the terminology used across different features can be confusing at times which makes some concepts harder to understand.

“Excellent strategic partner

Pros

The customer service is top-notch as it is like a white glove treatment. Though the data/privacy space can be tricky but having an innovative partner like Permutive to help guide us through it means we do not need to worry about it.

Cons

Nothing that I remember.

“Very responsive customer staff

Pros

Great customer support and I find creating cohorts is easy and quick to edit.

Cons

At times the population time for new cohorts is slow which I wish was not and the predicted audience size is not always accurate.

“Amazing product and support

Pros

I really enjoy Permutive's user interface. It makes creating, selecting and comparing data and audience cohorts a simple task. Also I love the support we get from the team. Alex, Claire and Brendan have been amazing to work with.

Cons

Well I am not a fan of the index metrics as I find them hard to interpret at times.

“Outstanding!!!

Pros

It helps us better monetize both first party and second party data. While I do not build the segments myself, the team that does is able to turn them around quickly and implementing them into our ad stack is simple. Plus the customer support team is excellent as they are quick to respond and easy to work with.

Cons

While the segments are easy to build and implement, they do take some time to populate which is fairly common. Still any improvements in this area would be appreciated.

“Shines in a crowded market

Pros

In a crowded market, it stands out to us as a future ready DMP that is always innovating based on customer feedback. Their high-touch customer service is just as impressive. This winning combination truly sets them apart from others.

Cons

While it has best in class features for first-party data, I feel like their support for third-party data is not the best and could be better.

“User-friendly tool

Pros

The support team is simply the best. Everyone we have worked with from technical staff to account managers, has been great.

Cons

The cost could be an issue but aside from that, I must say it serves its purpose well.