Prebid

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Prebid

DirectionBidirectional

Environment

Web

Capability

Event CollectionCohort ActivationIdentity Signal

SDK RequiredYes

Product(s) RequiredCore Platform

Prebid is an open-source header bidding solution that helps publishers maximize revenue through real-time bidding.

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Overview

1. Real-Time Data (RTD) Module - Activates cohort signals in bid requests for audience targeting
2. Identity Manager Module - Passes identity signals from third-party identity providers to bidders

• Source: Permutive collects bid data and auction information from Prebid.js auctions, including bid prices, response times, and winning bids.
• Destination (Cohort Activation): Permutive activates your cohorts in Prebid.js auctions for real-time targeting via the RTD module.
• Destination (Identity Signal Activation): Permutive passes identity signals (RampID, ID5, UID2) to bidders via the Identity Manager module.

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How It Works

1. When users fall into activated cohorts, these are detected by Permutive’s Prebid RTD module
2. Cohort data is attached to the ortb2.user.data object in bid requests for configured SSPs
3. SSPs receive cohort targeting data and can use it for real-time decisioning

1. Identity providers (RampID, ID5, UID2) generate identity envelopes through Permutive’s Identity Manager
2. The Permutive Identity Manager module retrieves these identities from the Permutive SDK
3. Identity signals are passed to bidders via the user.eids object in bid requests
4. Bidders can decrypt and use these identity signals for targeting and measurement

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Cohort Types

• Standard Cohorts (IDs > 1,000,000): Automatically available to all configured AC bidders without specific activation. These are general audience segments.
• Custom Cohorts: Must be explicitly activated for each SSP in the Permutive Dashboard. These are your custom-built audience segments.
• Advertiser Cohorts: Must be configured by your Customer Success Manager for customers using Permutive’s Data Clean Room.

• Send Permutive cohorts to your Prebid.js auctions for real-time targeting and decisioning across multiple SSPs.
• Pass identity signals (RampID, ID5, UID2) from third-party identity providers to bidders for enhanced addressability and targeting.
• Track bid data and auction performance in Permutive for insights and optimization.
• Build cohorts based on bidder behavior, auction outcomes, and advertiser information.
• Optimize header bidding performance with data-driven audience insights and identity resolution.

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Environment Compatibility

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Prerequisites

• Prebid.js Version: You must have Prebid.js v9.5.0 or later installed on your website.
• Web SDK: The Permutive Web SDK must be deployed on your site.
• GDPR/Consent Management: If operating in regions with GDPR requirements, you must configure the Prebid consent management module with proper storage exceptions for Permutive.

• Permutive RTD Module: The permutiveRtdProvider module must be included in your Prebid.js build. This module is essential for reading cohort data from local storage and passing it to SSPs.

• Permutive Identity Manager Module: The permutiveIdentityManagerIdSystem module must be included in your Prebid.js build.
• Identity Provider Setup: You must have at least one identity provider (RampID, ID5, or UID2) configured in the Permutive Dashboard. See the Identity Integration Catalog for details on setting up identity providers.

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Setup

pbjs.setConfig({
  realTimeData: {
    auctionDelay: 200, // Milliseconds to delay auction for RTD data
    dataProviders: [{
      name: 'permutive',
      waitForIt: true, // Delays auction until Permutive data is ready
    }]
  }
});

pbjs.setConfig({
  consentManagement: {
    gdpr: {
      cmpApi: 'iab',
      timeout: 8000,
      allowAuctionWithoutConsent: true,
      defaultGdprScope: true,
      rules: [
        {
          purpose: 'storage',
          enforcePurpose: true,
          enforceVendor: true,
          vendorExceptions: ["permutive"]
        },
        {
          purpose: 'basicAds',
          enforcePurpose: true,
          enforceVendor: true,
          vendorExceptions: []
        }
      ]
    }
  }
});

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: 'permutiveIdentityManagerId',
      params: {
        ajaxTimeout: 90 // Wait up to 90ms for Permutive SDK to become available
      },
      storage: {
        type: 'html5',
        name: 'permutiveIdentityManagerId',
        refreshInSeconds: 5
      }
    }],
    auctionDelay: 100 // Wait for identity signals before starting auction
  }
});

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Data Types

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Troubleshooting

{
  purpose: 'storage',
  enforcePurpose: true,
  enforceVendor: true,
  vendorExceptions: ["permutive"]
}

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Changelog

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July 2025

• Enhanced support for advertiser cohort activation via Prebid
• Improved Prebid RTD module configuration options

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June 2025

• Added support for PrebidAuctions event collection
• Enhanced bid data collection and auction insights