Equativ

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Equativ

Equativ (formerly Smart AdServer) provides publishers with an independent ad server and SSP for managing and monetizing inventory.

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Overview

• Source: Permutive collects impression events from Equativ ad server, enabling cohort creation based on campaign delivery data. Impression event collection is currently web-only.
• Destination: Permutive cohorts are activated in Equativ as keyword targeting options, with cohort IDs passed as key-value pairs in ad requests to Equativ.

• Key-value activation: Cohort IDs are read from the Permutive SDK and passed as key-value pairs in Equativ ad requests via Equativ’s tag (Web), mobile SDK (iOS/Android), or CTV SDK.
• Server-side identity-based activation: Can be an alternative path where client-side activation isn’t viable. Permutive uploads cohort memberships to Equativ keyed by identity values (cookie ID, IDFA, AAID, IP address, or hashed email). Cohorts appear as Equativ targeting segments ready for use.

• Activate Permutive cohorts in Equativ for audience targeting across display and video inventory.
• Collect impression data from Equativ campaigns to build cohorts based on ad exposure and campaign performance.
• Target campaigns using first-party data segments from Permutive.
• Enable publishers to monetize inventory more effectively with data-driven targeting.
• Leverage Equativ’s keyword targeting capabilities with Permutive cohorts for flexible campaign configuration.
• Activate audiences across Web, in-app (iOS/Android), and CTV inventory through key-value or server-side identity-based methods.

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Environment Compatibility

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Prerequisites

• Equativ Network ID — your unique Equativ network identifier. See How to find the Network ID in Equativ’s documentation.
• Equativ Username and Password — API credentials with permissions to create and manage keyword targeting in your Equativ account.
• Access to Equativ Campaign Setup — ability to configure keyword targeting in your Equativ campaigns.

• Permutive Web SDK — deployed on your web pages where Equativ ad requests are made.
• Equativ tag (smart.js) — deployed on your pages.
• Access to Equativ Creative Section — required only if you want to collect impression events (web-only).

• Permutive Mobile SDK — deployed in your iOS / Android app.
• Equativ mobile SDK — deployed in your app.
• Customer implementation — to retrieve Permutive cohorts from the SDK and attach them as targeting key-values in Equativ ad calls.

• Contact your Permutive Customer Success Manager to discuss the integration approach for your stack. Where Equativ’s CTV SDK is in use, cohorts can be passed as key-values from the Permutive Mobile SDK; where it isn’t, cohorts can be retrieved server-side via the Permutive CCS API and attached to Equativ ad calls.

• This connector is not built today. If your use case calls for it, identity collection would need to be configured in Permutive for the identity types you want to use (cookie ID, IDFA, AAID, IP address, hashed email).
• Contact your Permutive Customer Success Manager to discuss.

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Setup

<!-- Equativ Smart Setup -->
<script type="application/javascript" src="https://ced.sascdn.com/tag/[NETWORK_ID]/smart.js" async></script>

<script type="application/javascript">
  var sas = sas || {}
  sas.cmd = sas.cmd || []

  sas.cmd.push(function () {
    sas.setup({
      networkid: [NETWORK_ID],
      domain: 'https://www.smartadserver.com',
      async: true,
      renderMode: 0
    })
  })

  // Retrieve Permutive cohorts from local storage
  var permutive_cohorts_for_smart = JSON.parse(window.localStorage.getItem('_psmart')) || []

  sas.cmd.push(function () {
    sas.call('std', {
      siteId: [SITE_ID],
      pageId: [PAGE_ID],
      formatId: [FORMAT_ID],
      target: `permutive=${permutive_cohorts_for_smart.join(',')}`
    })
  })
</script>

<!-- Render ad format -->
<div id="sas_[FORMAT_ID]"></div>
<script type="application/javascript">
  sas.cmd.push(function () {
    sas.render('[FORMAT_ID]')
  })
</script>

<script>
;(function () {
var data = {
  advertiserId: "[sas_advertiserId]" || "[sas_rtb_advertiserId]" || null,
  campaignId: "[sas_campaignId]" || "[sas_rtb_campaignId]" || null,
  creativeId: "[sas_creativeId]" || "[sas_rtb_creativeId]" || null,
  insertionId: "[sas_insertionId]" || null,
  dealId: "[sas_rtb_dealId]" || null,
  cpm: "[sas_cpm]" || "[sas_rtb_clearedPricePublisherCurrency]" || null,
  tagId: "[sas_tagId]" ||  null,
  creativeHeight: "[sas_creativeHeight]" || null,
  creativeWidth: "[sas_creativeWidth]" || null,
  keywords: "[sas_keywordTargeting]" || null
}
window.parent.postMessage({
  origin: 'permutive',
  type: 'smart-ad-impression',
  arguments: data
}, "*")
})()
</script>

;(function () {
var messageDataQueue = []
var sdkReady = false
var listener = function (event) {
  if (typeof event.data === 'object' && 'origin' in event.data && event.data.origin === 'permutive') {
    if (event.data.type === 'sdk-init') {
      sdkReady = true
      window.removeEventListener('message', listener)
      messageDataQueue.forEach(function (msgData) {
        window.postMessage(msgData, '*')
      })
      return
    }
  }
  if (!sdkReady) {
    messageDataQueue.push(event.data)
  }
}
window.addEventListener('message', listener, false)
})()

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Data Types

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Troubleshooting

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Changelog

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January 2022

• Added support for Equativ impression event collection via creative pixel
• Enabled Equativ Campaign Insights dashboards for customers with integration configured