Permutive software is managing the shift from adtech-owned, programmatic advertising to publishers delivering a personalised advertising experience without compromising privacy via consented first-party data.

The company already has a significant list of clients on both sides of the Atlantic – including News Corp, Condé Nast, Hearst, BuzzFeed and the Guardian.

Avonmore invested in the company’s pre-seed round in 2013 after it graduated from the Entrepreneur First Accelerator programme.