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An event is an action a user takes on your site or app. Examples include viewing a page, clicking an article, or pausing a video. Events capture a publisher’s user behavioral and contextual data, enabling granular segmentation of users into cohorts for real-time activation & insights, and warehousing of first-party data for subsequent analysis. For each event type they wish to capture, publishers may define an event schema that specifies the properties to collect for each event and their data types. Permutive provides a set of default event types whose schemas capture common data for publisher use-cases, such as pageviews and video views.