In this article

An overview of the solution and the steps required to get set up with Standard Cohorts for Demand Partner Activation. 

Permutive has partnered with trusted SSPs to help you further monetize your audiences at scale. As we build infrastructure for the responsible era of digital advertising, we have continued to expand opportunities for you to connect to growing buy-side demand partners, including SSPs.

Within the Audience Platform, it is now possible to connect & enable trusted SSP partners on your Standard Cohorts in order to unlock incremental demand across their advertisers & demand sources, all while maintaining control and ensuring your data and inventory are never decoupled.

Standard Cohorts in the Audience Platform

Standard Cohorts are interest-based publisher cohorts that can be generated automatically for you within the Audience Platform, based on your first-party data. They use consistent, standardized behavior inputs and map to IAB Audience Taxonomy 1.1.

You can already make Standard Cohorts available to individual Audience Platform advertisers that you have a relationship with. Now, you can also make Standard Cohorts available directly to trusted SSPs to source new demand & revenue from them.

This functionality:

• Unlocks demand across trusted SSP partners and their respective advertisers, in addition to the demand from Permutive-connected advertisers seeking privacy-safe & publisher-permissioned audiences.
• Protects publisher data & value via robust controls on publisher-siloed data, therefore preventing the decoupling of data from inventory.
• Streamlines indirect demand for upsell opportunities on direct buys via custom offerings.
• Provides consistent & transparent audience definitions for buyers seeking sustainable alternatives to dwindling Open Marketplace offerings.
• Protects user privacy with a publisher cohort-based approach to targeting, just like all publisher cohorts built via Permutive.

You can opt in or out of Standard Cohorts for any particular SSP, and choose which Standard Cohorts to offer.

How to enable Standard Cohorts for Demand Partner Activation

To allow an SSP on the Audience Platform to transact on Standard Cohorts, there are 3 required steps - see below. These steps should be carried out by someone who owns/is responsible for managing your organization’s Standard Cohorts.

Current SSPs available:

1. Enable Prebid Config for Real-time Data Submodule

Note: This step is only necessary if you have not yet enabled Permutive’s RTD Submodule in Prebid. 

As a prerequisite, Publishers must ensure that they have configured Permutive’s RTD Submodule in Prebid.  This submodule reads cohorts from Permutive and attaches them as targeting keys to bid requests. A publisher must use this module if it is to enable an SSP’s demand on Standard Cohorts.

If this step has not already been completed → see the instructions here. 

2. Ensure Prebid GDPR rules are configured

Permutive does not operate within TCF, as all data collection is on behalf of the publisher and based on consent the publisher has received from the user. Therefore, consent is provided to Permutive on the SDK level, rather than through the TCF framework. This process still ensures that if user consent isn’t given, no cohorts will populate. 

In order for the Permutive RTD module to load, and because Prebid utilizes TCF vendor consent, the following actions need to be taken: 

Instructions

1. Publisher enables GDPR rules within Prebid. 
2. Label Permutive as an exception, as shown below. 

[
  {
    purpose: 'storage',
    enforcePurpose: true,
    enforceVendor: true,
    vendorExceptions: ["permutive"]
  }, 
  {
    purpose: 'basicAds',
    enforcePurpose: true,
    enforceVendor: true,
    vendorExceptions: []
  }
]

Before making any updates to this configuration, please ensure that this approach aligns with internal policies and current regulations regarding consent.

3. Enable Standard Cohorts

Note: Steps 1 & 2 above must be completed to enable Standard Cohorts.

To Enable Standard Cohorts:  Email Permutive

Email Strategicpartnershipops@permutive.com to opt-in and enable Standard Cohorts to an available SSP Demand Partner (see available list above). 

For PubMatic or OpenX:  Please ensure you are using Prebid.js 7.13 (or later).

For Xandr:  Please ensure you are using Prebid.js 7.29 (or later).

For Equativ:  Please ensure you are using Prebid.js 7.26 (or later).

Note: Only Standard Cohorts can be permissioned to SSP Demand Partners at this time. This means that other cohort types & options (Matched/Modeled Cohorts, Insights) are not available via this channel.