In this way, the strategic alliance between Permutive and Grupo Expansión contributes to generating a renewed and profound vision of consumers, to offer them more and better tailored products, through the collection of first-hand information or first-party.
“We are entering the Latin American market and Grupo Expansión will position itself at the forefront, not only nationally, but throughout the continent,” said John Galleger, Permutive’s director of sales.
According to the firm founded in London in 2015, its data management platform (Data Management Platform or DMP, for its acronym in English) is focused on activating audiences, following the pillars of transparency, consent and respect for privacy.
In addition, it offers the guarantee of not authorizing third parties to access personal data and insights of the profiles of digital users, although their online habits are analyzed for the definition and implementation of marketing and advertising campaigns.
To maximize the value of information, Permutive works with renowned third-party providers including Eyeota, Bombora, and Experian, trusted by media companies such as LADbible Group, News Corp, BuzzFeed, Penske Media, The Guardian, and now Grupo Expansión, deposit in the principle of the most responsible digital marketing.
In this regard, Cristhian Del Angel, Head Digital for Grupo Expansión stated that this alliance will make it easier to identify and know the preferences of the audience, to offer them a better advertising experience.
“The digital ecosystem is undergoing new changes. To reinforce the issue of user privacy, given the imminent arrival of ‘a world without cookies‘ At Grupo Expansión we are preparing ourselves with one of the best technologies, creating an alliance with the DMP offered by Permutive”, added Del Angel.
How does a DMP work?
A conventional DMP sends the collected data to a cloud storage system, where it is processed. However, by relying on the timing of cookies of third parties on websites to remember browsing information, the process is delayed and less efficient.