Permutive ID
By default, Permutive generates a unique user ID for each user on a device, referred to the as the Permutive ID. This is a first-party identity that exists within the context of the publisher’s domain or app, and is therefore distinct across publishers. It does not track users across domains or devices, and it has no reliance on third-party identifiers like cookies or mobile device IDs. The Permutive ID is used on-device to store cohort state across sessions and in Permutive’s cloud to generate accurate publisher-level insights.Identities
Customers can also associate users with other identifiers, such as an email address the user has authenticated with on the publisher’s site, or a third-party identity provided by a partner that the publisher has obtained user consent for. These identities can be used to:- Unify cross-device behavior: Connect a user’s activity across multiple devices they are logged in to, enabling segmentation based on their combined behavior across sites & apps owned by the media company.
- Connect auxiliary data: Augment user segmentation with third-party audience data provided by partners (with appropriate user consent).
- Enable identity-based activation: Activate audiences through server-to-server integrations with partners that support identity-based targeting.