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Permutive's Joe Root on ad targeting in transition
Episode 9126th September 2023 • The Rebooting Show • Brian Morrissey
00:00:00 00:45:50

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The digital advertising system is in the midst of a shift, from an over-reliance on collecting vast amounts of data to crunch to do one-to-one targeting – dog owners getting dog food ads, cat owners get cat food ads – to a new landscape that gives people more say on data collection and pushes advertisers and ad tech companies to operate differently. 

In this episode, I had a conversation with Joe Root, CEO of Permutive, an audience platform that's used to deliver privacy-safe digital advertising. Among the topic covered:


  • The shift in publisher incentives to build trust vs build traffic

  • Why direct sold advertising is back in vogue

  • Whether GDPR’s implementation gives real consumer choice or just the illusion of it

  • The surprisingly large carbon footprint of digital ads

  • Why the loss of ad targeting signals has become an advertiser problem

  • The demise of the long tail in favor of top-tier publishers

  • Why the so-called ad tech tax will come down






increase revenue from first-party data by 46%.




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