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Overview

Second-party data is fundamentally someone else’s first-party data. The client collects data straight from their audience, which comes from one source. This is typically user cohort membership data that comes from an advertising partner or an advertising partner’s DMP. It could also be the publisher’s first-party data on their subscribers or other identifiable users.

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Using Second-Party Data in Permutive

With Permutive you can receive second-party data in two ways: Once received, you can build Permutive cohorts using this data and target users. Before uploading data, you’ll need to configure a Taxonomy to define your segment codes.

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Creating Cohorts with Second-Party Data

Once your second-party data has been ingested and confirmed as available:
1

Navigate to Custom Cohorts

Go to Audience > Custom Cohorts in the Permutive Dashboard.
2

Create a New Cohort

Select + Add Cohort.
3

Add First-Party Rules (Optional)

Set up any first-party rules you want to combine with your second-party data.
4

Add Audience Imports Condition

Choose +OR or +AND, then select Audience Imports.
5

Select the Second-Party Segment

Search for and select the relevant second-party segment from your imported data.
6

Save the Cohort

Save the cohort to begin targeting users who match both your first-party and second-party criteria.

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Next Steps

Configure Taxonomy

Define segment codes and names for your imported data

LiveRamp Import

Set up second-party data ingestion via LiveRamp