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mParticle

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mParticle

DirectionSource
Environment
WebiOSAndroidCTVAPI Direct
Capability
Connectivity
SDK RequiredNo
Product(s) RequiredCore Platform

mParticle enables publishers to unify customer data from multiple sources for better personalization and ad targeting.

Setup

Troubleshooting

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Overview

mParticle is a customer data platform (CDP) that enables publishers to collect, unify, and activate customer data across multiple channels and platforms. The Permutive integration with mParticle allows publishers to import audience segments from mParticle into Permutive for use in cohort building and activation. This integration is a Source integration:
  • Source: Permutive receives audience membership data from mParticle, allowing you to use mParticle audiences as segments within Permutive for targeting and activation.
Use cases include:
  • Import audience segments from mParticle to combine with first-party data in Permutive
  • Use mParticle audiences as building blocks for more complex cohorts in Permutive
  • Activate mParticle-sourced audiences through Permutive’s activation integrations (GAM, SSPs, DSPs)

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Environment Compatibility

EnvironmentSupportedNotes
WebYes—
iOSYes—
AndroidYes—
CTVYes—
API DirectYes—

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Prerequisites

  • mParticle Account: You must have an active mParticle account with access to the mParticle dashboard and the ability to configure integrations.
  • mParticle Audience Outputs: You should have audiences configured in mParticle that you want to send to Permutive.
  • Permutive Workspace: You must have access to the Permutive dashboard with permissions to configure integrations.
  • BigQuery or GCS Access: The integration uses BigQuery or Google Cloud Storage (GCS) to transfer audience data from mParticle to Permutive.

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Setup

1

Enable in Permutive Dashboard

Contact your Permutive Customer Success team to enable the mParticle integration for your workspace. The integration requires backend configuration to establish the connection between mParticle and Permutive.Technical Services will provide you with the necessary connection details and configure the data pipeline to receive audience updates from mParticle.
2

Configure mParticle Audience Output

In the mParticle dashboard, configure your audience outputs to send data to Permutive:
  1. Navigate to Audiences in mParticle
  2. Select the audience you want to send to Permutive
  3. Configure the output to send audience membership updates to the designated BigQuery dataset or GCS bucket provided by Permutive
  4. Enable the audience output
Permutive receives audience membership changes as add and delete updates. When a user enters an mParticle audience, an add update is sent. When a user exits an audience, a delete update is sent.
3

Map mParticle User Identifiers

Ensure that your mParticle configuration includes user identifiers that can be matched with Permutive data:
  • The integration uses the mParticle ID (mpId) as the primary identifier
  • Additional identifiers (email, customer ID, etc.) can be used for identity resolution
Work with your Permutive Customer Success team to confirm the identifier mapping strategy.
4

Verify Setup

Once the integration is configured:
  1. Navigate to the Data Imports section in the Permutive dashboard
  2. Verify that mParticle audiences are appearing as data sources
  3. Check that audience membership data is being received and updated
Audience data updates may take up to 24 hours to propagate from mParticle to Permutive, depending on your mParticle configuration.

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Data Types

With your mParticle integration setup, Permutive receives audience membership data from mParticle. The integration imports audience segments rather than individual events.
mParticle sends audience membership updates to Permutive when users enter or exit audiences. These updates include:
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mpId
string
The mParticle user identifier. This is the primary identifier used to match users between mParticle and Permutive.
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audience_id
string
The unique identifier for the mParticle audience.
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audience_name
string
The human-readable name of the mParticle audience.
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membership_action
string
Indicates whether the user is being added to or removed from the audience. Values are add or delete.
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timestamp
timestamp
The time when the audience membership change occurred.

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Troubleshooting

If your mParticle audiences are not appearing in the Permutive dashboard:
  • Verify that the mParticle audience output is correctly configured and enabled in the mParticle dashboard
  • Confirm that the BigQuery dataset or GCS bucket connection is properly configured
  • Check that audience updates are being sent from mParticle (you can verify this in mParticle’s audience output logs)
  • Contact your Permutive Customer Success team to verify the backend integration configuration
Audience data may take up to 24 hours to appear in Permutive after initial configuration.
If audience membership updates are not being reflected in Permutive:
  • Verify that users have valid mParticle IDs (mpId) that can be matched in Permutive
  • Check the data staleness SLO: audience updates should be available within 1 hour under normal conditions
  • Review the mParticle output configuration to ensure both add and delete updates are being sent
  • Confirm that the audience is actively receiving membership changes in mParticle
If issues persist, contact Permutive support with specific audience IDs and user identifiers for investigation.
Identity resolution issues can prevent audience data from being properly associated with Permutive users:
  • Ensure that the mParticle ID (mpId) is being sent with audience updates
  • Verify that the same user identifiers are being collected in both mParticle and Permutive
  • Review your identity resolution strategy with your Permutive Customer Success team
  • Consider implementing additional identifier mapping (email, customer ID) for improved match rates
The integration supports standard identifiers including mpId, email, and custom customer IDs. Work with Technical Services to configure the optimal identifier strategy for your use case.
When users exit an mParticle audience, the delete update should remove the audience membership from Permutive:
  • Verify that mParticle is configured to send delete updates (not just add updates)
  • Check the deletion SLO: audience membership deletions should be processed within 7 days
  • Confirm that the user-to-audience mapping exists in Permutive before the delete update is sent
  • Review mParticle’s audience configuration to ensure proper exit conditions are defined
Contact Permutive support if audience memberships are not being removed after the expected timeframe.

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Changelog

For detailed changelog information, visit our Changelog.