Permuto Launches Intent-Based Targeted Ad Serving

Permuto, a new company bringing the same level of performance and measurability of search engine marketing to display advertising, officially launched today at the Shop.org conference. Shaukat Shamim, CEO and co-founder of Permuto, spoke with Doug for about an hour on Tuesday and you could tell they were launching something special.

Currently, ad serving models are fairly dumb when you're shopping online. Large indexes of product are inventoried and classified utilizing keywords… then magically appear when you land on a page. The result is always similar products. Large ecommerce companies like Amazon utilize buyers habits and provide you with products that other buyers purchased. This still isn't personalized.

Permuto's flagship product, ShopperConnect(TM), is a new all-inclusive advertising platform and network for retail merchants and brands that integrates shopping data, dynamically-optimized creative, media buying, backend reporting and ROI calculation - all in one solution, eliminating the need for marketers to piece together these various offerings on their own.

Online display advertising is a fantastic way for merchants and brands to reach their target audience, but it is plagued by poor measurability, analytics and performance, and is traditionally low in return compared to search engine marketing," said Shaukat. "The reach of online display advertising is 3-4 times the size of SEM, so ShopperConnect represents a huge opportunity to create significant value for our partners - all in one comprehensive solution.

ShopperConnect's proprietary system accurately tracks and determines an online consumer's ActiveShopper(TM) Score for millions of individual products. This score enables Permuto to deliver highly-personalized, relevant, and attractive offers to shoppers, both new and returning, and provides merchants a powerful channel to tap into the 80%+ reach of online display advertising, with greatly enhanced conversion rates and search-style depth.

Already, recognized shopping sites like Heels.com, Like.com, and others have tapped into ShopperConnect to engage active online shoppers.

The key driver of ShopperConnect is the ability to observe and analyze ActiveShoppers, online buyers who are far enough along in the intent to purchase process to be highly valuable to brands and merchants. An ActiveShopper Score calculates a consumer's likelihood to purchase a virtually unlimited range of individual products, at the SKU level, determined by combining user observations, inferred related products, and page context. Permuto then helps merchants reach their target audience by serving dynamically-generated, highly-relevant product and brand-specific offers to them.