An overview of the campaign process for Publishers wanting to connect with Advertisers using the Permutive Audience Platform.
Connecting Publishers with Advertisers
When an advertiser integrates with Permutive Audience Platform and wants to connect with a publisher, each publisher will need to give an advertiser permission to integrate their data into the publisher’s platform seat. If an advertiser wishes to connect with you, you will receive an email with information containing the advertiser’s organisation ID. The organisation ID is what is used to create the advertiser connection in the connections tab within the platform.
Publishers can give permission to an advertiser to create publisher or advertiser cohorts and view Insights for those cohorts.
Advertisers will create cohorts based on the audience they want to reach.
There are two cohort types:
- Publisher Cohorts are based on publisher cohorts, that can be generated automatically for you within the Audience Platform, based on your first-party data. They use consistent, standardized behaviour inputs and map to IAB Audience Taxonomy 1.1.
- Advertiser Cohorts provision two or more datasets for cohort creation. The cohort modelling feature uses seed data (which includes Personal Data) to (i) identify the categories of which an advertiser's most valuable customers are members, and (ii) build a cohort consisting of different users that share the same or similar attributes
Prior to setting up the connection with an advertiser, the advertiser will import their CRM data into the platform. CRM data is the key to building advertiser cohorts as this allows the advertiser to match their IDs with your audience. Publisher cohorts can be used if they choose not to import data.
Once the cohort has been created and activated, the cohort and send to your publisher platform seat. All cohorts created by an advertiser can be found in your advertiser connection.
When cohorts are available in your advertiser connection, they are ready to be used for deal creation. Each cohort is associated with a unique targeting value which contains the audience the advertiser is targeting.
Each cohort is mapped to an individual deal created in your SSP. Currently, the two SSPs supported to create deals are Xandr and Google Ad Manager. Ensuring the targeting value is included in the deal is essential to the audience being targeted. Every deal is associated with a deal ID which needs to be added back into the advertiser connection along with the floor price for that deal. Floor pricing is up to your discretion. If you have existing rates with an advertiser, it is advisable to use this to price your inventory.
Once the deal ID and floor price have been added to the platform, this information is automatically mapped over to the advertiser’s seat. Using the deal information, they are able to set up the campaign in their DSP and activate the campaign.
Once the campaign is live, you will receive an email from our Campaign Operations team informing you that the campaign is live and you should see activity across your deals in your SSP.
If you are having trouble issues regarding activity on your deals sent to the Advertiser, please contact firstname.lastname@example.org