Create Audience Cohorts for RFPs

In this article

Interest, intent, engagement, demographic and other cohorts we recommend you use when responding to RFPs

When responding to an RFP with Permutive you have huge flexibility over the audiences you offer. With Permutive you can build a cohort over any time frame - from the last minute to all time. The best way to do this depends hugely on your audience, the advertiser's needs and the campaign itself. 

Here we've shared our recommendations on the top audience categories and the best approach for setting up the cohorts in each category.


These audiences are based on users' engagement with your content. 

  • Actively engaged with the page
  • Regularly visit your site
  • Read multiple articles
  • Watched videos***
  • Shared articles on social media***


These cohorts are based on the content your users are reading on your site, from details we collect on every pageview. Depending on the pageview data we are collecting for your site this could include:

  • Editorial sections, tags, categories
  • IBM Watson taxonomies e.g. 'Art and Entertainment'**
  • IBM Watson entities e.g. 'iPad'**
  • IBM Watson sentiment e.g. Positive**

Tip: We recommend the following approach of having 'core' and a 'premium' interest audiences.

  • Core audience: Read at least 3 pieces of relevant content in the last 30 days
  • Premium audience: Read at least 1 piece of relevant content in their current session


These cohorts are based on the signals of intent your users show as they browse around your site. These more advanced cohorts often overlap with 'Interest' cohorts. A user can show intent to buy through each of these data points:

  • Searching in the search bar for that item***
  • Reading related content having been directly referred 
  • Reading multiple pieces of related content
  • Clicking on related affiliate links***


These cohorts are based on your inferred first-party demographic data, or third-party data from another provider. Demographic data includes

  • Age**
  • Gender**
  • Income**
  • Ethnicity**
  • Education**
  • Family**


These ohorts are based on the user's location as they browse your site, which is inferred from their IP address. This includes

  • Post Code
  • City
  • Country
  • Continent

Additional Cohorts

These are some additional cohorts you can provide for targeting

  • Internet Service Provider e.g. Sky
  • University students (logged on via University wifi)

Campaign Optimisation Cohorts

These are cohorts you can use to optimise campaigns

  • Target users who've read branded content for the campaign
  • Remove users who have already converted on the client's website***

Note: *This cohort is available if the data is turned on for your account
**This cohort may come at an additional cost
***This cohort uses custom data, please let us know if you're interested in collecting this data.

If you have any questions, please contact customer support by emailing or chat to the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen.

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