Companies Using Permutive

Permutive is a small number on a category page and a big name in publishing, and I wanted to know which reading our data supports. A domain counts here when its pages load Permutive's SDK: the permutive global, a script from cdn.permutive.com or cdn.permutive.app, or a call to api.permutive.com. Our October 2026 crawl finds 4,313 live domains, 1,814 of them matched to a company, 10th of 68 tools in Customer Data Platform. I opened 34 of the listed sites in a browser and Permutive loaded on 29. Three of the other five showed bot or challenge pages, and two (Ticketmaster's US home page and connection.com) didn't load it that day.

One account, many domains

Permutive gives many publishers their own edge address, with a workspace id in the hostname, so we can count accounts as well as domains. The 1,961 domains where we can read that id belong to 79 workspaces. Three of them are big. Townsquare Media's workspace covers 412 domains, its local radio stations such as wdea.am. UOL's covers 203 in Brazil, UOL's own sites plus small partner sites that carry UOL's ad stack. Postmedia's covers 123 Canadian papers, from the Financial Post down to local titles. Together that's 738 of the 4,291 domains we profile, about one in six. Permutive's own claim of more than 150 publishers fits that shape far better than 4,313 does.

Sales signal: count accounts, not rows. Group a Permutive list by publisher group before you size the market, because one deal can be 400 domains.

Steady growth, with churn underneath

The chart climbs from 3,030 domains in June 2026 to 4,313 in October. Some of that is our side: the set of domains we crawl turns over every month, with dead sites dropping out and new ones added, and our detection signals widen over time. Some of it is sites we hadn't seen before: 717 of the live domains were first seen in August or later. Turnover is real too. 1,449 domains have dropped Permutive since we began tracking it in March 2026, though 331 of them still run it on another hostname.

"Permutive says it has more than 150 publishers, and our crawl agrees once you count workspaces instead of domains. Three of them hold one Permutive site in six." - Emma Davies, Data Analyst at TechnologyChecker.io

Sales signal: growth on this list can come from one publisher group adding titles as easily as from a new logo. Check the workspace before you count a new domain as a new account.

Who the customers are

The size chart says small business: 43.38% of matched companies have 1 to 10 employees. I don't read it that way. Radio stations and local papers match their own small LinkedIn pages, and 156 of the 711 companies in that band sit inside the three big portfolios. The age chart is the better clue. 20.51% were founded before 1960, nearly as many as in the 2010s (22.6%), which is what a list of newspapers and broadcasters looks like: the Los Angeles Times (1881), The Wall Street Journal (1889), the BBC (1922). There are 81 companies above 1,000 staff, including CNN, Televisa and Royal Caribbean.

A few rows aren't publishers. Royal Caribbean, The Goddard School and TradeStation's account-opening pages load the SDK, and so do 38 Ticketmaster and Live Nation country sites, which I counted by LinkedIn company name. That fits Permutive's pitch to advertisers as well as publishers, but it is a short list.

Sales signal: the buyer is a publisher's ad revenue or data team. Brand-side marketers are a sideline here, so tailor the pitch to yield and audience sales.

Publishers, mostly in English

Broadcasting (12.43%), newspapers (10.37%) and books and periodicals (9.96%) lead the industry chart, 32.76% between them, with media production, entertainment and online video adding more. 1,226 of the 1,814 matched companies are in the United States, the United Kingdom, Canada, Ireland or Australia. The United States has 646 and the United Kingdom 356, about one British company for every two American ones. Canada (163) and Brazil (141) rank high partly because Postmedia and UOL are there, and Spain (66), Italy (46) and Ireland (40) round out the top seven.

Sales signal: for a UK seller, Permutive users are a dense list of British publishers. In Brazil and Canada, UOL (203 domains) and Postmedia (123) alone hold hundreds of sites, so account-based outreach beats volume.

Lotame, Optable and switching

Lotame is the obvious rival, and its category row shows 25,769 domains. That figure isn't comparable with Permutive's, because Lotame's rule also counts loads triggered by other vendors' scripts. Where both genuinely run, they tend to stay together: 1,382 domains have been seen with both since March 2026, and 913 still run both. We saw 175 domains drop Permutive and pick up Lotame, and 144 go the other way. With two in three overlapping domains still running both, neither flow passes our switching test, and I wouldn't call either a trend. Optable is the same story at a smaller scale, 292 of 414 still running both.

"Publishers don't swap Permutive for Lotame so much as run both. Two in three domains we've seen with the pair still load the two of them." - Emma Davies, Data Analyst at TechnologyChecker.io

Sales signal: a publisher running both is paying twice for audience data. That's a consolidation conversation for either vendor, and an integration opportunity for anyone who sits between them.

The ad stack around it

Across the 4,292 live Permutive domains we profile, Google Publisher Tag runs on 72.25% and Prebid on 61.7%, with Amazon Advertising (60.14%) and Rubicon Project (47.79%) bidding. comScore (38.79%), Chartbeat (27.91%), Snowplow (19.97%) and Parse.ly (13.82%) are the measurement tools of a newsroom. Google Tag Manager is close to universal at 98.56%. Identity tools run beside Permutive too: ID5 on 38.35% and LiveRamp Launchpad on 25.02%, while OneTrust (28.38%), Funding Choices (16.52%) and Sourcepoint (11.32%) handle consent.

Sales signal: most of these sites already run header bidding, and many run an identity tool. Sell into that stack (yield, identity, consent) rather than pitching first-party data as news. They already pay for it.

What it costs

Permutive doesn't publish prices. Its DMP page offers a demo request and says most publishers go live within 30 to 60 days. Its about page says it powers more than $1B in audience ad spend and has raised $105 million from investors including EQT Ventures and SoftBank Investment Advisers.

Sales signal: treat it as an enterprise contract. Publishers with Prebid and GPT already in place are the ones who can make the numbers work.

Key takeaways

1. 4,313 live domains, 10th of 68 in Customer Data Platform, but only 79 workspaces among the 1,961 domains where we can read one.

2. Three portfolios, Townsquare, UOL and Postmedia, hold 738 of 4,291 profiled domains.

3. A publisher base: broadcasting, newspapers and periodicals lead, and 20.51% of matched companies were founded before 1960.

4. Lotame runs beside Permutive more often than it replaces it: 913 domains run both today.

5. The stack is an ad sales stack, with Google Publisher Tag on 72.25% and Prebid on 61.7%.

How to use this list

Group rows by publisher before you count, then filter by country. Our note on technology detection methods explains how script addresses like these are read. For the full list of 4,313 Permutive domains with company, size and stack data, explore TechnologyChecker.io.