Winning Gold at The Drum Awards for Media in the Programmatic category was Sky, in partnership with Permutive, with its inspiring Redefining Media Buying campaign. Here is the award-winning case study, which saw Sky revolutionize its advertising strategy by harnessing Permutive’s patented technology.
Sky’s current buying from its DSP relies heavily on third-party cookies. Permutive enabled Sky to surpass the limitations of traditional third-party cookies by leveraging and modelling publisher cohorts to reach 100% of consumers, unlocking a vast and untapped audience pool beyond the confines of legacy advertising technology.
Acting ahead of the curve, rather than waiting for industry adoption of IDs and/or other cookieless proposals, Sky took destiny into its own hands and adopted Permutive’s technology. The technology allows Sky to access its target audiences via a modelled cohort approach – not limited by scale – across the open web. This removes bias within the buying models present …