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Perion
How did Perion pivot its sales and marketing after the Microsoft split?
Perion rapidly shifted from a search-centric model to a multi-channel ad-tech platform during 2024–2025, prioritizing Retail Media and Connected TV. The company leveraged AI-driven ad products and privacy-first strategies to protect revenue amid cookie deprecation and regulatory change.
Perion reorganized sales into vertical-focused teams for brands, publishers, and retailers while marketing emphasized thought leadership, case studies, and programmatic performance metrics to win share in a ~$700 billion digital ad market. See Perion Porter's Five Forces Analysis for a complementary strategic view.
How Does Perion Reach Its Customers?
Perion's sales channels combine high-touch direct sales for premium creative solutions with automated programmatic platforms, optimizing reach across screens and retail touchpoints while diversifying beyond search to stabilize revenue and growth.
Direct Sales for Premium Inventory
Dedicated direct sales teams manage relationships with Tier 1 brands and agencies, selling Undertone-branded, multi-screen creative that commands premium CPMs and higher engagement vs standard display.
Programmatic Automation via The Hub
'The Hub' connects DSPs and SSPs to scale automated buying; by 2025 programmatic CTV and Retail Media drove ~45% of non-search revenue, reflecting a shift to data-driven buying.
Retail Media Networks (RMNs)
Perion built direct integrations with major retailers to offer on-site and off-site RMN placements, capturing shopper intent in a market projected at about $160B by 2025 and improving ROI for advertisers.
Diversified Channels: DOOH, Social, Search
While search monetization via the Microsoft Bing partnership remains a contributor, expansion into DOOH and social reduces platform concentration risk and broadens Perion's customer acquisition pathways.
Perion's omnichannel approach aligns sales strategy with market trends in programmatic and retail media, balancing direct high-touch sales and scalable automated distribution to support recurring revenue and growth; see analysis of Perion's target markets Target Market of Perion.
Channel Performance & Priorities
Key priorities include growing programmatic CTV and RMN share, expanding DOOH and social footprints, and deepening premium creative sales to drive margin expansion.
- Programmatic CTV & Retail Media ≈ 45% of non-search revenue by 2025
- Retail media addressable market ≈ $160B projected by 2025
- Direct sales focus on Undertone premium creative and multi-screen campaigns
- Platform diversification to mitigate algorithm and platform risk
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What Marketing Tactics Does Perion Use?
Perion’s marketing tactics emphasize thought leadership and technological superiority in a cookieless world, promoting SORT as a privacy-first targeting solution and using data-driven, AI-led optimization to prove the performance of its Hub and Spoke model.
Thought leadership
Perion promotes SORT via white papers, webinars and B2B content to educate advertisers on high-performance, privacy-first targeting.
Event presence
Targeted attendance at Cannes Lions and Advertising Week boosts visibility; SORT adoption rose by 35% YoY by early 2025.
LinkedIn campaigns
LinkedIn-driven demand gen focuses on agency decision-makers and CMOs to accelerate Perion customer acquisition and enterprise deals.
Data-driven proof
Real-time analytics and DCO showcase ROI; Perion markets performance metrics directly to agency holding companies.
Social proof
Case studies cited report 2x to 3x engagement increases versus benchmarks, reinforcing Perion’s competitive positioning in ad tech.
SEO & content
SEO targets retail media, CTV attribution and programmatic transparency to capture high-intent searches tied to Perion marketing strategy.
Executional tactics
Perion pairs SORT promotion with AI optimization, Hub and Spoke case studies, and targeted outreach to demonstrate measurable Perion revenue generation and growth.
- White papers and webinars explaining cookieless targeting and SORT capabilities
- Targeted LinkedIn ads and account-based marketing to agency leaders
- Conference sponsorships and speaking slots at major industry events
- Performance dashboards and DCO trials to accelerate sales funnel conversion
- SEO content for queries like How does Perion Company generate revenue and Perion marketing campaigns and effectiveness
See more background context in this article: Brief History of Perion
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How Is Perion Positioned in the Market?
Perion positions itself as the authority on 'Synchronized Digital Advertising', promising seamless integration of search, social and display via a single AI-driven interface that unifies creative and data science for full-funnel impact.
Brand Promise
Perion's core message is integration: a single platform to manage cross-channel campaigns with AI-led orchestration, reducing fragmentation for advertisers and media buyers.
Unique Selling Proposition
The USP centers on 'Privacy by Design' via SORT technology, positioning the company as an ethical alternative to cookie-based targeting and privacy sandbox approaches.
Visual & Tonal Identity
Visuals are sleek and modern to reflect high-tech innovation; tone is authoritative yet accessible to appeal to analysts and brand managers alike.
Portfolio Consistency
Undertone creative services and programmatic tools are aligned under a single promise of transparency and performance to maintain consistent market perception.
Perion’s positioning supports commercial goals and defensibility by combining creative, programmatic and privacy-first messaging to protect market share against legacy platforms and niche challengers.
Market Differentiation
Full-funnel offering differentiates Perion from single-channel competitors, enabling unified measurement across upper- and lower-funnel KPIs.
Privacy Leadership
SORT technology is marketed as a privacy-first targeting layer; Perion reported increased CTV and display demand in 2024–2025 as clients shifted away from cookie reliance.
Commercial Impact
Perion cited sustained revenue growth in 2024 driven by cross-channel products and Undertone creative upsells, supporting customer acquisition and retention efforts.
Audience Targeting
Combining creative personalization with data science enables granular customer segmentation and optimization across search, social and display channels.
Go-to-Market Alignment
Sales and marketing materials emphasize privacy, performance and integrated reporting to drive Perion sales strategy and marketing strategy conversations with enterprise buyers.
Competitive Defense
Unified branding helps defend market share versus both legacy giants and nimble startups by promoting a trusted, end-to-end ecosystem for advertisers.
Key Brand Metrics
Brand positioning has measurable outcomes in awareness, trust and revenue-driving metrics, tying creative upsell and programmatic adoption to retention.
- Perion reported year-over-year revenue growth in 2024 driven by programmatic and creative services
- Multiple industry accolades in 2024–2025 reinforced the privacy-first brand narrative
- Cross-channel offerings increased average client spend by reported double-digit percentages in marketing materials
- Alignment of Undertone and automated tools reduced churn and improved upsell rates
For further context on competitors and market positioning, see Competitors Landscape of Perion.
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What Are Perion’s Most Notable Campaigns?
Key Campaigns highlight Perion’s shift to privacy-safe ad solutions and retail media, driving adoption and measurable ROAS gains through targeted creative and data-driven pilots.
Privacy-First Performance
The 2024–2025 'Privacy-First Performance' campaign promoted SORT as a cookieless alternative, using CTV and professional social channels to push 'Targeting Without Tracking' to CMOs.
Impact on Adoption
By year-end 2025 the initiative led to integration by over 1,200 mid-market and enterprise brands, increasing SaaS-style recurring revenue streams.
Retail Media Wave
Launched early 2025, this campaign partnered with mid-tier retailers to convert transaction data into ad segments, positioning Perion in retail media growth.
Measured Results
Trade-show 'Impact Studies' showed an average ROAS uplift of 22%, supporting rebranding from search to diversified ad-tech leader.
The campaigns reinforced Perion sales strategy and Perion marketing strategy by improving Perion customer acquisition and Perion revenue generation metrics while addressing market volatility in 2024; see further context in Growth Strategy of Perion.
Target Audience
Focused on CMOs and marketing heads at mid-market and enterprise brands seeking cookieless solutions and sustainable performance marketing.
Channels Used
High-impact CTV placements, LinkedIn and professional social ads, trade-show presentations, and retailer co-marketing pilots.
Revenue Impact
Shift toward recurring SaaS revenue through SORT integrations, contributing to improved revenue predictability and Perion growth strategy execution.
Performance Metrics
Over 1,200 brand integrations by end-2025 and average retail-media ROAS increase of 22% in pilot studies.
Competitive Positioning
Repositioned Perion from a search-centric firm to a diversified ad-tech provider with privacy-forward and retail media capabilities.
Go-to-Market Levers
Combined product-led growth through SORT demos with targeted enterprise sales, retailer partnerships, and industry thought leadership events.
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