Permutive has partnered with Skimlinks, a leading provider of intent audiences. By tracking the content-to-commerce journey for over 1 billion users, they fuel their audience segments with up-to-date intent data which means a high level of accuracy when used for audience targeting.
Skimlinks exclusively add their own directly observed first party data to their segments. Every user in their segments has been tracked by their unique affiliate marketing technology across multiple sites.
You can find a full taxonomy here.
Skimlinks' taxonomy consists of three segment families (one for each stage of the customer journey):
- Affinity - Read content about a brand or topic repeatedly
- Wants to buy - Have read content and clicked on merchant links repeatedly about a brand or topic
- About to buy - Have often clicked on merchant links and read content related to a specific product or brand
It is up to you, as a publisher, to own the commercial relationship (Audiences data co-op) with Skimlinks. Once set up, Permutive can enable the segments in your dashboard.
Although the dashboard displays a CPM per segment, Skimlinks has agreed to supply it's data at no cost. Permutive provides Skimlinks with an impressions report monthly.