Permutive, the publisher-focused DMP, today announces it has been appointed by the largest media company in Croatia, 24sata and Njuskalo – part of the Styria Media Group – to increase its targetable inventory and drive personalised advertising.

With Permutive’s DMP, 24sata and Njuskalo will have full control over its first-party data, with 100% visibility of its audience allowing analysis, segmentation and effective advertising targeting.

24sata and Njuskalo chose Permutive as it is the only DMP that is not dependent on third-party cookies. With Google having recently announced it is to block third-party cookies in two years and both Firefox and Safari already doing so, Styria needed to ensure it was still able to offer advertisers the ability to target its audience using its first-party data.

Permutive will let 24sata and Njuskalo gain deeper insight into its audience and increase data-driven revenue across its portfolio, throughout the Croatian market.

Zoran Turkovic, COO & Board Member at 24stata, said: “We are living in a privacy-first world and with the demise of the third-party cookie, we needed a partner to help us continue to deliver the in-depth insights on our audience that advertisers are hungry for.”

Joe Root, CEO & co-founder at Permutive, comments: “It’s exciting to be working with one of the largest media companies in Europe at a time when publishers need to take control of their first-party data. With the recent announcement Google Chrome will be restricting third-party cookies by 2022, it’s crucial, now more than ever, publishers have the right strategy in place to take advantage of this opportunity.”

Permutive’s dedicated focus on publishers is crucial for companies like 24sata and Njuskalo. Most solutions are built for marketers and are therefore not able to meet unique challenges publishers face particularly from Facebook and Google duopoly.