• Permutive, a customer data platform (CDP) specializing in premium media publishers and advertisers, has raised USD 75 million in a Series C funding led by Softbank Venture Fund with the participation of Octopus Ventures, EQT Ventures, and ACE & Company. This brings the total funds raised to USD 105 million. 

• The firm plans to utilize the funds to further develop its patented privacy-first platform built on edge technology (technology that allows for on-device processing), which according to investors, is being used in over one billion devices a month. 

• The funding is also expected to fuel the UK-based firm’s global expansion into North America where the firm has reported a 20x growth in the number of targeted ads using its platform over the past two years, which includes Hearst, BuzzFeed, Vox Media, and Insider. 

<ul><li> Analyst QuickTake: Given the challenges of increasingly restrictive consumer privacy regulations, CDPs and other data and analytics platforms have been one of the most active segments in the MarTech stack. Another CDP mparticle also raised USD 150 million in the last month. This reflects the shift away from AdTech-based lead generation platforms toward publisher-owned CDPs such as Permutive’s platform.</ul>