Privacy is one of the biggest topics in technology today. As consumers, most of us are aware that companies know a lot about who we are, what we buy, where we go, the information we consume, and lots more - and lots of us don’t like it. But the reality is that this use of data today underpins how advertising works online - and by extension the whole internet economy.

In this episode, we speak with Joe Root, co-founder, and CEO of Permutive. His company is on a mission to rebuild data in advertising, starting with protecting user privacy. Permutive is dedicated to a privacy-first web with publishers at its core. They exist to help advertisers deliver relevant ads, without compromising user privacy and trust. To do that, they’ve had to build some cutting-edge technology and rethink the adtech stack from the ground up.

Enjoy this conversation with Joe Root and Entrepreneur First’s co-founder and CEO, Matt Clifford as he shares how he started his entrepreneurial journey straight out of university with no ad tech experience.

Thanks to Cofruition for consulting on and producing the show. You can learn more about Entrepreneur First at www.joinef.com.