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Publishers need to be able to connect their tools and data sources to their audience offering. There are two broad types of connections required: consuming the necessary data sources to build your audiences and pushing them to the tools you rely on. Permutive provides these capabilities through two types of connections, sources and destinations:
  • A source is a platform from which you want to capture data into Permutive. Examples of sources include on-site video players and third-party data providers.
  • A destination is a platform where you want to send data or activate audiences via Permutive. Examples of destinations include ad servers, where publishers will send cohorts for activation, and data warehouses, where they will send event data for storage & analysis.
Sources and destinations connect either on-device or in the cloud according to their use-cases. For example, an ad server destination might connect on-device to guarantee cohorts are added to ad requests in real-time, whereas a data warehouse destination would be cloud-based.