This document explains how we charge for usage of third-party data.


DFP Log Files

To begin, you will need to share access to your DFP log files. DFP log files are a feature of DFP Premium (also known as data transfer reports). These log files contain data about every impression that gets served, including what segments the user was in at the time when the impression was served and which of those segments (if any) were used in the decision to serve the impression.

The specific files we need for billing are NetworkImpressions and NetworkBackfillImpressions.

  1. Give read access to the bucket, by inviting the account to the Google group you created when setting up the bucket.
  2. Give our service account, read access to the bucket. This enables us to programatically access the files. Since this is a service account, click 'direct add members' to add this email address, instead of 'invite'.

No DFP Log Files

If you do not have access to these log files, billing will be a manual process where Permutive works out the cost by pulling reports in your DFP. Please make sure has permission to pull reports in your DFP account.

Targeting by other means (eg. Rubicon)

If using another method to target third party segments (eg. Rubicon), you must self report and share with Permutive monthly.

Data activation

A third-party segment is activated when a user's presence in it causes targeting information to be set. When a user's presence in a Permutive segment is evaluated, an activation is recorded whenever

  • A user's presence in a negatively-targeted TPD segment is evaluated
  • A user's presence in a positively-targeted TPD segment is evaluated and the user exists in it

Best Practice

When using TPD on a campaign, you will be charged for every targeted impression served, by default. Billing is done on a CPM rate.

  • With Eyeota third party data, you will be billed for every audience additively.
  • With Nielsen third party data, you will be billed for the highest priced audience (within 'Nielsen' there are 3 separate providers - vDNA, Nielsen and eXelate. Each is billed separately).
  • When using multiple providers on a campaign you will be billed for each one additively.

If you flight combined first party and third party segments you will be charged the maximum price for every targeted impression, for each provider, even if the user entered the segment due to first party data.

Therefore, we suggest creating separate segments based on different providers.

  • Flight third party segments separately for each Nielsen provider
  • Flight third party segments separately for each Eyeota segment
  • Flight first party segments separately

In this way you can ensure that you only pay for targeted impressions served for that provider, so it avoids

  • Double-paying for using multiple providers
  • Double-paying for multiple Eyeota segments

You can then target these in DFP using Permutive key-values with OR conditions.


If you have given us access to your DFP log files, usage can then be tracked in Permutive Analytics to provide information on your most popular third party segments and the cost associated with these. 

If third party segments are flighted by some other means (eg. Rubicon), you will need to self report and send to on a monthly basis for billing purposes.

If you have any questions about the billing process, or would like to enable third party data on your project please contact us using LiveChat.

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