Magnite

DirectionDestination

Environment

Web

Capability

Cohort Activation

SDK RequiredYes

Product(s) RequiredCore Platform

Magnite is a leading independent sell-side advertising platform that helps publishers maximize revenue through programmatic advertising.

Setup

Troubleshooting

Overview

Magnite (formerly Rubicon Project) is a leading independent sell-side advertising platform that enables publishers to maximize their advertising revenue through programmatic channels. Our integration with Magnite SSP allows you to activate your Permutive cohorts in real-time for targeting on Magnite’s supply-side platform. This integration is a Destination:

Destination: Permutive cohorts can be activated and synced with Magnite SSP in real-time, enabling advertisers to target your audiences programmatically.

Use cases include:

Cookie-less audience activation at scale: Activate Permutive Custom Cohort signals programmatically via the bidstream without reliance on third-party cookies, enabling addressable reach across all users
Private Marketplace (PMP) deals: Use Custom Cohorts to create premium, curated inventory packages for direct buyer relationships
Maximize programmatic yield: Make Permutive Custom Cohorts available through Magnite’s ad exchange to increase competition and drive higher CPMs

Cohort Support:

✅ Custom Cohorts - Publisher-defined audiences created in the Permutive dashboard
❌ Standard Cohorts - Not currently supported
❌ Curation Cohorts - Not currently supported
❌ Data Clean Room Cohorts - Not currently supported

The Magnite SSP integration currently only supports Custom Cohort signals. If you are interested in activating Standard, Curation, or Data Clean Room cohorts to Magnite, please reach out to your Customer Success Manager to discuss this use case.

Environment Compatibility

Environment	Supported	Notes
Web	Yes	—
iOS	No	Not supported
Android	No	Not supported
CTV	No	Not supported
API Direct	No	Not supported

Prerequisites

Magnite SSP Account - You must have an active Magnite SSP account
Magnite Publisher ID - Your Magnite SSP Account ID (required for API authentication)
Permutive SDK - The Permutive Web SDK must be deployed on your site
Prebid.js with Permutive RTD Module - Prebid.js must be configured with the Permutive Real-Time Data (RTD) module to pass cohort data to Magnite
Bidder Adapter - The rubicon bidder adapter must be configured in your Prebid.js setup (this is the bidder code for Magnite)

Setup

Primary Setup Steps
Web

Enable in Permutive Dashboard

You must enable the Magnite SSP integration in the Permutive Dashboard, if this has not already been done.In the Permutive dashboard, navigate to your workspace’s integrations page. Click Add Integration and select Magnite SSP. You will be prompted to enter your Magnite Publisher ID (your Magnite SSP Account ID).This Publisher ID is used to authenticate with the Magnite API and tells Permutive which Magnite account to create and manage segments in. When you activate cohorts, Permutive uses this ID to make server-side API calls to the Magnite Segment Management API on your behalf.

The integration may also be listed as “Rubicon SSP” in some areas of the dashboard, as Magnite was formerly known as Rubicon Project.

Configure Cohort Activations

Once the integration is enabled, you can configure individual cohorts for activation to Magnite SSP.Navigate to the cohort you wish to activate, and toggle the Magnite SSP activation to On. When you enable this activation, Permutive will automatically create the corresponding segment in your Magnite SSP account using the Magnite Segment Management API.

Verify Setup

After activating a cohort, verify that the segment has been created successfully in your Magnite SSP dashboard and that cohort data is being passed in bid requests.Verify segment creation: In your Magnite SSP account, navigate to your segment management section. You should see segments created by Permutive, typically with names corresponding to your cohort IDs or names.Verify bid request data: Use the Professor Prebid Chrome extension to inspect bid requests:

Check local storage for the _prubicons key (Custom Cohorts)
Find Magnite (rubicon) bidder requests in Professor Prebid
Verify that the ORTB2 object contains Permutive cohort data in ortb2.user.data and ortb2.user.keywords

It may take a few minutes for segments to appear in the Magnite UI and for cohort membership to populate after initial page load.

Integrate with Prebid.js

The Magnite SSP integration works through the Permutive Real-Time Data (RTD) module in Prebid.js. The module reads Custom Cohort data from local storage (set by the Permutive SDK) and attaches it to bid requests as first-party data following OpenRTB 2.x conventions.

Configuration

In your Prebid.js configuration, include the Permutive RTD module:

pbjs.setConfig({
  realTimeData: {
    dataProviders: [
      {
        name: "permutive",
        waitForIt: true,
        params: {
          maxSegs: 500,
        },
      },
    ],
  },
});

How it Works

The Magnite SSP integration operates through a two-step process:1. Segment Pre-Creation (Server-Side)When you activate a Custom Cohort in Permutive, segments are created in your Magnite account via the Segment Management API. This pre-creation step is necessary because Magnite needs to register each segment ID and map it to a meaningful segment name before it can be used for targeting. This ensures that when Magnite receives bid requests containing segment IDs, it can recognize them and make them available to buyers (DSPs) for targeting.2. Local Storage Cohort ExposureThe Permutive Web SDK exposes Custom Cohort signals via local storage:

Custom Cohorts: Stored in the _prubicons local storage key

3. Real-Time Bid Enrichment (Client-Side)The Permutive RTD module acts as a bridge between the Permutive Web SDK and Prebid.js:

The Permutive RTD module reads Custom Cohort IDs from local storage (_prubicons)
Cohort data is attached to the ORTB2 object in bid requests for Magnite
The module updates two locations:
- ortb2.user.data – adds a data provider entry for permutive with the list of cohort IDs in the segment field
- ortb2.user.keywords – adds a keyword group called permutive containing the list of cohort IDs
Magnite receives cohort targeting data in the bid request and makes it available to demand partners (DSPs) for real-time targeting

While Permutive is listed as a TCF vendor (ID: 361), Permutive does not typically obtain vendor consent from the TCF, but instead relies on publisher purpose consents. Publishers wishing to use TCF vendor consent instead can add 361 to their CMP and set params.enforceVendorConsent to true:

pbjs.setConfig({
  realTimeData: {
    dataProviders: [{
      name: 'permutive',
      params: {
        enforceVendorConsent: true  // Require TCF vendor consent for Permutive (ID: 361)
      }
    }]
  }
})

For more details on Prebid.js configuration, see the Prebid.js documentation.

Data Types

The Magnite SSP integration is a destination-only integration focused on cohort activation. Permutive does not collect event data from Magnite SSP. When Custom Cohorts are activated to Magnite, the following data is transmitted via the Prebid.js bidstream:

ORTB2 Signal Locations

Permutive passes Custom Cohort data to Magnite SSP via the ORTB2 object in Prebid.js bid requests:

ORTB2 Location	Cohort Types
`ortb2.user.data` (name: `permutive`)	Custom Cohorts
`ortb2.user.keywords` (`permutive`)	Custom Cohorts

Standard, Curation, and DCR cohorts are not currently supported for Magnite and will not appear in bid requests.

Local Storage Keys

The Permutive Web SDK exposes cohort data via local storage, which the Permutive RTD module reads to populate bid requests.

_prubicons

array

Local storage key containing Custom Cohort IDs for Magnite.

Segments (Server-Side)

Permutive creates and manages segments in your Magnite SSP account via the Magnite Segment Management API. Each activated Custom Cohort is represented as a segment in Magnite.

segment_id

string

The unique identifier for the segment in Magnite, typically corresponding to the Permutive cohort ID.

segment_name

string

The name of the segment as it appears in Magnite, typically matching the cohort name in Permutive.

Troubleshooting

Segments not appearing in Magnite UI

If you’ve activated a Custom Cohort in Permutive but don’t see the corresponding segment in your Magnite SSP account:

Verify that the Magnite SSP integration is properly enabled in your Permutive Dashboard with the correct Magnite Publisher ID
Check that you have the correct permissions in your Magnite account to view segments
Ensure there are no special characters in your cohort names, as these can cause issues with segment creation
Wait a few minutes, as there may be a delay between activation in Permutive and segment creation in Magnite

If the issue persists, contact Permutive Support with your cohort ID and workspace details.

Cohort data not appearing in bid requests

If Permutive Custom Cohorts aren’t being passed to Magnite in your bid requests:

Verify that the Permutive RTD module is properly configured in your Prebid.js setup
Confirm that the Permutive SDK is loading correctly on your pages
Use browser developer tools to inspect local storage and verify that the _prubicons key contains cohort data
Check your Prebid.js console logs for any errors related to the Permutive RTD module
Use the Professor Prebid Chrome extension to inspect ORTB2 data being sent to Magnite bid requests

If you see cohort data in local storage but not in bid requests, verify that your Prebid.js configuration includes waitForIt: true for the Permutive RTD module.

Empty _prubicons local storage key

If the _prubicons local storage key is empty or missing:

Verify that Custom Cohorts have been activated in the Permutive dashboard with Magnite SSP enabled
Check that users actually qualify for the activated cohorts based on cohort definitions
Ensure the Permutive SDK is loading before Prebid.js attempts to read cohort data
Verify that third-party cookies and local storage are not blocked by browser settings or extensions
Check the browser console for any Permutive SDK errors during page load

Unable to enable Magnite SSP integration

If you see an error when trying to enable the Magnite SSP integration in the Permutive Dashboard:

Verify that you have the necessary permissions in your Permutive workspace
Ensure your workspace has the correct product entitlements to use SSP activations
Verify that your Magnite Publisher ID is correct
Contact Permutive Support if you believe you should have access but are unable to enable the integration

GDPR/consent issues blocking cohort signals

Changelog

For detailed changelog information, visit our Changelog.

Integrations

Identity

Contextual

Advertising

Marketing

Data Collaboration

Video

Social Media

Survey

Magnite

Magnite

Setup

Troubleshooting

Overview

Environment Compatibility

Prerequisites

Setup

Integrate with Prebid.js

Configuration

How it Works

Data Types

Troubleshooting

Changelog

Integrations

Identity

Contextual

Advertising

Marketing

Data Collaboration

Video

Social Media

Survey

​Magnite

Setup

Troubleshooting

​Overview

​Environment Compatibility

​Prerequisites

​Setup

​Integrate with Prebid.js

​Configuration

​How it Works

​Consent

​Data Types

​Troubleshooting

​Changelog

Magnite

Overview

Environment Compatibility

Prerequisites

Setup

Integrate with Prebid.js

Configuration

How it Works

Consent

Data Types

Troubleshooting

Changelog