> ## Documentation Index
> Fetch the complete documentation index at: https://docs.permutive.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Activating Standard Contextual Cohorts

> How to activate Standard Contextual Cohorts to ad servers and SSPs

## Overview

Activate Standard Contextual Cohorts to your ad server to enable contextual targeting in your advertising campaigns. Standard Contextual Cohorts can be activated to Google Ad Manager (GAM) and Xandr.

<Info>
  **Prerequisites:**

  * Standard Contextual Cohorts are automatically created when your account has both Contextual Cohorts and at least one content classification provider providing IAB category classifications enabled
  * Google Ad Manager or Xandr integration configured in the Permutive Dashboard
  * Appropriate permissions to manage cohort activations
</Info>

## Steps

<Steps>
  <Step title="Navigate to Standard Cohorts">
    In the Permutive Dashboard, navigate to *Contextual > Standard Cohorts* to view your Standard Contextual Cohorts.
  </Step>

  <Step title="Select a cohort">
    Click into the Standard Contextual Cohort you want to activate.
  </Step>

  <Step title="Enable activation destination">
    Enable the relevant activation destination (Google Ad Manager or Xandr). For Google Ad Manager, Standard Contextual Cohorts use the `prmtvctx` key for key-value targeting.
  </Step>

  <Step title="Verify activation in your ad server">
    Check your ad server to confirm that the Standard Contextual Cohort is receiving real-time updates:

    * **Google Ad Manager**: Check key-value targeting for `prmtvctx` values
    * **Xandr**: Verify segment IDs appear in your platform's audience list
  </Step>
</Steps>

## Understanding Activation Behavior

Standard Contextual Cohorts behave differently from behavioral cohorts:

| Aspect                | Standard Contextual Cohorts   | Custom Cohorts                               |
| :-------------------- | :---------------------------- | :------------------------------------------- |
| **Activation timing** | Real-time on each pageview    | Updated periodically based on user behavior  |
| **Scope**             | Page-level (no user tracking) | User-level                                   |
| **Consent**           | No consent required           | May require consent depending on regulations |
| **Targeting**         | Targets content, not users    | Targets users based on past behavior         |

## Supported Activation Destinations

Standard Contextual Cohorts can currently be activated to:

* **Google Ad Manager**
* **Xandr**

## Next Steps

<CardGroup cols={2}>
  <Card title="Setting Up Google PPS" icon="file-csv" href="/guides/signals/cohorts/standard-contextual/setting-up-google-pps">
    Generate PPS mapping files for Google Ad Manager
  </Card>

  <Card title="Contextual Integrations" icon="plug" href="/integrations/contextual/catalog">
    View all contextual integration options
  </Card>

  <Card title="Back to Standard Contextual Cohorts" icon="arrow-left" href="/products/signals/cohorts/standard-contextual">
    Return to product overview
  </Card>
</CardGroup>