Permutive
Permutive is a digital advertising platform that helps publishers and agencies target audiences and measure media effectiveness. It has raised $105M, most recently in a Series C round in 2021, and serves 60% of global enterprise media companies including News Corp and The Washington Post.
The growth story
Permutive grew from 96 to 109 employees between 2020 and 2026, raising $105M along the way, most recently a Series C in November 2021.
About
Permutive provides software that enables publishers to analyze audience data and optimize ad targeting, while helping agencies streamline campaigns across premium publishers. Its platform is used to drive direct ad deals and improve return on media spend.
The company has raised $105M, with SoftBank Vision Fund among its investors. It employs 109 people, with engineering being the largest function at 25 staff. Permutive claims 60% of global enterprise media companies as customers, though its headcount growth rate is unclear.
Founders and leadership
Engineering is Permutive's largest function with 25 staff. The company has a median tenure of 2 years across its 109 employees. Leadership includes investors from SoftBank Vision Fund and EQT Ventures.
The Permutive org chart
Joe Root (Co-founder / CEO) leads 50 mapped leaders with 8 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 27 (-10% YoY), Sales 18 (+38% YoY), Customer Success and Support 13 (-13% YoY), Business Development 9 (+80% YoY), Product Management 8 (+100% YoY), Information Technology 7 (-22% YoY).
Talent flow
Permutive hires from major tech and media companies, with Oracle, Business Insider and Google being top sources. Alumni frequently move to ad tech firms like The Trade Desk and Optable, as well as e-commerce platforms like Shopify.
Most common previous employers of Permutive staff: Oracle (6), Business Insider (4), Google (4), GoCardless (3), Morgan Stanley (3), Experian (2). Former Permutive employees most often moved to Salesforce (4), Optable (3), The Trade Desk (3), Shopify (3), The Product Counsel (3), Heron (3).
Alumni worth knowing
The Permutive mafia
13 Permutive alumni have founded companies, including AMT (68 staff), Dragonfly (13 staff) and The Product Counsel (7 staff). Several startups like Fabrik and Nodals AI also trace their roots to Permutive.
13Christian Johnston, was Software Engineer until 2024Michael Barnaby, was Senior Director of Product Management until 2023Steve Francolla, was Head of Partnerships until 2022Aly Nurmohamed, was Chief Operating Officer until 2024Paul Wilson, was Software Engineer until 2016
Bonita Matthee, was Learning and Development Lead until 2023
Tom Rackind, was Marketing Operations Specialist until 2022
Paul Terry, was Account Development Representative (Strategic Accounts) until 2023
Mindi Chahal, was Head of Content & Communications until 2025
Mark Pearlstein, was Chief Revenue Officer (CRO) until 2023
Cait Gorges, was Director, Advertiser Sales until 2026Web traffic
Traffic mix: 43% direct, 37% search, 5% social, 3% paid.
What this company is made of
Most common skills at Permutive: Social Media (34), Management (33), Digital Marketing (31), Leadership (31), Microsoft Excel (30), Microsoft Office (29), Marketing (29), Advertising (28).
Where the team actually sits
Permutive people are concentrated in England, United Kingdom (33), New York, United States (19), New York City Metropolitan Area (10), United Kingdom (10).
Search footprint
Permutive attracts about 187 organic search visits a month, traffic worth roughly $1K a month if bought through ads. It gained 28 ranking keywords and lost 24 in the last period.
What employees say
- Compensation
- 4.40 / 5
- Career opportunities
- 3.90 / 5
- Senior management
- 3.70 / 5
- Work-life balance
- 4.20 / 5
Frequently asked
Permutive has 109 employees as of September 2026.
Permutive has raised $105M in total, most recently a Series C round in November 2021.
Permutive was founded in 2016 by Joe Root, Tim Spratt.
Joe Root (Co-founder / CEO) sits at the top of Permutive's reporting structure, with 8 direct reports.
The most common previous employers of current Permutive staff are Oracle (6 people), Business Insider (4 people), Google (4 people).
Former Permutive employees most often move to Salesforce (4), Optable (3), The Trade Desk (3).
At least 13 companies have a founder who previously worked at Permutive, including AMT, Dragonfly, The Product Counsel.
Permutive attracts about 187 organic search visits a month, worth roughly $1K a month in equivalent ad spend.
The most common skills among Permutive staff are Social Media, Management, Digital Marketing, Leadership, Microsoft Excel.
Permutive staff are concentrated in England, United Kingdom (33), New York, United States (19), New York City Metropolitan Area (10).
Permutive has about 27 people in Engineering, down 10% over the past year, as of September 2026.
Permutive has about 18 people in Sales, up 38% over the past year, as of September 2026.
Computed from 91 current and 259 former Permutive profiles, as of September 2026. Source: Crustdata.
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