In this article
Permutive’s integration with Equativ enables customers to target 1st party and 3rd party cohorts across their smart ad server campaigns. This activation utilizes key-value pairs, allowing for maximum addressability / targetable impressions. In addition to cohort targeting, this integration also supports event collection (for further cohort creation based on campaign delivery data).
The integration enables targeting and event ingestion across web environments only.
Integration Set Up
In order to utilize the Equativ integration, customers need to provide Equativ credentials that will enable Permutive to push cohort names into the ad server.
- Navigate to the integrations page (within settings) in the Permutive dashboard
- Click the ‘+ add integration’ button and select Equativ from the list of integrations
- Enter your Equativ Network ID, Username, and Password
Enable Passing Cohorts in Ad Request
The following snippet needs to be applied on the page in order to add Permutive cohort IDs into the Equativ Ad Request:
Note: that various fields should be replaced (
formatId) depending on the settings of a publisher and particular campaign/formats. See the Tagging guide for instructions on how to extract this information.
target will contain the key value to be sent to smart for keyword targeting, containing the Permutive keyword group and corresponding Permutive cohorts.
Then a specific format can be rendered on the page, e.g.:
Impression Event Collection
In order to ingest impression events from Smart AdServer, customers need to ensure the Equativ credentials as stated in the steps above. Then, follow these instructions:
- The following snippet should be set in the 'Creative Section' of the Equativ Ad Server:
- The following script can be added alongside your Permutive deployment tag to enable the processing of impression events that occur before the Permutive SDK has initialized.
Once we have a couple of successful implementations of the above, Equativ will include this as a ‘partner script’ in their library so there is less effort required from the clients.
Equativ Cohort Targeting
Once the integration setup steps have been completed, you will be able to activate cohorts to be sent to Equativ. This can be done in one of two ways:
Toggle Activation in Specific Cohort
- Go to the cohort that you wish to activate
Equativon and save
Create Cohort Activation
Cohort Activation → Add Activationand select
Equativfrom the list of activations
Once you have activated the cohorts that you wish to target in Smart Ad Server, the names of the cohorts will be visible within the Targeting > Keywords section of the campaign setup. All cohorts that you have activated will be visible once you have selected the Permutive keyword group.
Equativ’s keyword targeting uses OR logic to combine multiple cohorts by default. If you wish to set up more complex targeting combinations using Permutive cohorts, you need to enter cohort IDs manually. Please see Equativ’s targeting documentation for more details.
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