Through Permutive you can immediately react when a user is in a segment. From showing that user segment-related advertising in Facebook, to triggering a targeted on-site ad, to changing the page UI - reactions are the way to monetise your Permutive segments. Here I look at how reactions work, and what integrations we have available currently.

How Does a Reaction Work

When a user is in a segment, Permutive 'reacts' to this by instantly performing an action. Reactions can be set up for each of our integrations, whenever a user enters/ exits or is in a segment. Just like our segments these reactions are real-time so they trigger in milliseconds.

We have a huge variety of integrations so there's loads of ways to react and monetise your segments. 

Example: InSession Football Segment

I've got a segment of users who've read at least 2 football articles in their current session. I could react whenever a user enters this segment in a whole host of ways, for example by:

  • Adding that user to a Football-related advertising campaign on Facebook (we call this "Audience Extension"). 
  • Telling DFP to show that user an advert for a Football-related campaign I'm flighting (by giving DFP a "key-value" for targeting).
  • Making this user instantly available to be bid on in my PMP in AppNexus
  • Sending the user an automated email for football subscribers, via Mailchimp
  • Changing the page UI to show an overlay encouraging you to sign up for football-related emails, via JavaScript

For the purposes of this example, I want to ping DFP so that the user can be targeted for a Football-related campaign I'm flighting. Within Permutive, having added the DFP integration, I set up my reaction to fire whenever a user is in the 'Football' segment.


Now, from the moment any user enters the segment Permutive will ping DFP with the targeting key-value for this segment. Within DFP's console I can set up this targeting key-value for my campaign - and user's can be targeted with football-related ads.

Check out these articles for info on all the integrations we have available currently.

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