Display & Video 360 (DV360) is Google’s enterprise demand-side platform for buying and optimizing programmatic media across display, video, audio and more. The Permutive integration with DV360 enables activation of your first-party cohorts directly into DV360 for targeting and measurement.This integration is a Destination only:
Destination: Permutive sends cohort memberships server-to-server to DV360 via the Audience Partner API, creating and updating user lists based on Google cookie matching.
Integration Variations: This documentation describes the cookie-based DV360 integration (using the Audience Partner API). For identity-based activation using hashed emails or mobile advertising IDs, which enables YouTube targeting and is cookie-independent, please contact your Permutive representative.
Use cases include:
Send Permutive cohorts to DV360 for activation across display campaigns
Keep DV360 audience lists in sync with live cohort membership changes
Report on targeted impressions usage in DV360 for auditing and billing
Optimize display campaigns using high-quality first-party cohorts
Permutive Web SDK: Must be deployed on your site to collect the Google cookie required for DV360 matching. This integration relies on cookie-based matching using identifiers collected on web.
DV360 account details: You will need the following information from your DV360 account:
Entity ID: Your DV360 Entity ID (also called Partner ID or Advertiser ID depending on your setup)
Product Type: Either Invite_partner or Invite_advertiser depending on your DV360 account structure
Seat mapping (DV360): Your DV360 seat must be linked to Permutive’s partner account before audiences can sync. You can activate this link directly in DV360 by navigating to Partner Settings → Linked Account → Link new account and searching for Permutive.
This mapping step is critical and must be completed before cohorts can be activated. Without this mapping, audience lists will not populate in your DV360 account.
Permissions: You must have appropriate permissions in your DV360 account to view and manage audience lists (First & Third Party Audiences).
Consent: Ensure your consent configuration allows collection of Google cookies and activation of data to DV360 in applicable regions (e.g., GDPR, CCPA). If using a Consent Management Platform (CMP) with IAB’s Transparency and Consent Framework (TCF), ensure users have granted consent for Google Advertising Products (vendor ID 755). Without consent, the cookie sync will not execute and users cannot be matched.
Before configuring the integration in Permutive, link your DV360 seat to Permutive’s partner account:
Log in to your DV360 account
Navigate to Partner Settings → Linked Account
Click Link new account
Search for Permutive and complete the linking process
This mapping must be completed first. Without it, audience lists will not appear or populate in your DV360 account even after setup is complete.
2
Enable in Permutive Dashboard
In the Permutive Dashboard, navigate to your workspace’s integrations page. Click Add Integration and select DV360.
3
Provide DV360 account details
Enter the following details from your DV360 account:
Entity ID: Your DV360 Entity ID (Partner ID or Advertiser ID)
Product Type: Select either Invite_partner or Invite_advertiser based on your DV360 account structure
If you’re unsure which Product Type to use, check with your Google account team or your DV360 administrator.
4
Verify Web SDK and cookie collection
Confirm that the Permutive Web SDK is deployed on your site(s) and collecting data. Verify that your consent configuration allows collection of Google cookies in regions where you plan to activate.
5
Test activation
Activate a small test cohort to DV360:
Navigate to your cohorts in the Permutive Dashboard
Select a test cohort and choose DV360 as the activation destination
Wait a few minutes for processing
Check your DV360 account under Audiences → First & Third Party Audiences to confirm the audience list appears
Monitor the list size over the next 24 hours to ensure it populates correctly
Audience lists may take several hours to fully populate in DV360. Initial match rates depend on your site traffic volume and consent rates.
This integration exports data from Permutive to DV360.
Cohort Activation (DV360 Audience List Updates)
Permutive sends cohort membership updates server-to-server to DV360 via the Audience Partner API to create and update user lists (First & Third Party Audiences) for targeting in your DV360 campaigns.
The type of identifier used for matching in DV360. For this integration, the identifier type is based on Google cookies collected via the Permutive Web SDK.
The time when the cohort membership update was processed by Permutive.
Data Refresh Frequency: Audience lists in DV360 are updated periodically as users enter or exit cohorts in Permutive. Updates are typically processed within minutes to hours, though DV360’s own list processing may add additional latency.
Cause: Audiences created via the Audience Partner API (cookie-based) are classified as Third-Party data and cannot be used for YouTube & partners line items in DV360.Why: YouTube targeting requires audiences that can be matched to signed-in Google users. Cookie-based audiences from this integration cannot meet this requirement.Alternative solutions for YouTube targeting:
Customer Match: Upload hashed email addresses or phone numbers from your CRM directly to DV360
GAM Segments: Use Google Ad Manager (GAM) segments if you have GAM 360 integration
Floodlight Audiences: Create audiences based on website activity using Floodlight tags
Optimized Targeting: Use an eligible first-party list as a seed and let Google’s machine learning expand the audience
Display inventory targeting via DV360 is fully supported with this integration. Only YouTube & partners line items have this limitation.
Audiences not appearing in DV360
Most Common Cause: Seat mapping has not been completed.Steps to resolve:
Confirm that your DV360 account is linked to Permutive:
In DV360, go to Partner Settings → Linked Account
Verify that Permutive appears in your linked accounts
If not linked, click Link new account and search for Permutive
Verify the integration is enabled in the Permutive Dashboard under Integrations
Check that the correct Entity ID and Product Type are configured in the Permutive Dashboard
Ensure you have permissions to view First & Third Party Audiences in your DV360 account
If the issue persists after confirming the above, contact Permutive Support with your workspace ID and cohort details.
Low match rate or small audience size
Cause: This integration relies on Google cookies collected via the Permutive Web SDK on web environments.Steps to diagnose and improve:
Verify the Permutive Web SDK is properly deployed on your site(s)
Check that your consent configuration allows collection of Google cookies in the regions where users are located
Confirm recent site traffic volume is sufficient for meaningful cohort sizes
Review cohort rules to ensure they’re not too restrictive
Check cookie consent rates - low consent rates will reduce match rates
Allow 24-48 hours after initial activation for the audience to fully populate
Expected match rates: Typically 60-80% of cookied web traffic, but this varies significantly based on consent rates, browser mix, and user behavior.
Activation succeeds but DV360 list size does not update
Steps to resolve:
Allow 2-4 hours for DV360 to process the audience list after initial activation
Verify your DV360 account is still linked to Permutive:
In DV360, go to Partner Settings → Linked Account
Confirm Permutive appears as a linked account
Check that you’re viewing the correct DV360 account (Partner vs. Advertiser level)
Confirm the cohort has sufficient active members in Permutive
Check that the Web SDK is collecting data and that users are entering the cohort
If the list size remains at zero after 24 hours, verify the account linking and check Permutive logs for activation errors.
Integration error: Invalid JSON or API errors
Common causes:
Incorrect Entity ID or Product Type configuration
Expired or invalid API credentials (managed by Permutive)
DV360 API rate limiting during high-volume activations
Steps to resolve:
Verify your Entity ID and Product Type are correct in the Permutive Dashboard
Check that your DV360 account is active and accessible
If activating many cohorts simultaneously, try spacing out activations
Contact Permutive Support if API errors persist, providing your workspace ID and error timestamp
How to report targeted impressions from DV360
You can set up automated monthly reports in DV360 to track targeted impressions for billing purposes.Steps:
Navigate to the Offline Reporting tab in DV360
Set the desired date range (typically monthly)
Select the following Dimensions:
Advertiser
Audience List
Cost
ID
Type
Select the following Metrics:
Billable Impressions (impressions that reach a specific audience)
Schedule the report to be sent to [email protected] on the 1st of every month
Optionally, save the report to a Google Drive folder for your own records
