When to use it
Server-side identity-based activation is the right path when:- The Permutive SDK can’t be deployed in the activation environment — for example, in some CTV apps, smart speakers, server-rendered properties, or headless setups.
- Client-side bidstream activation isn’t viable — for example, in CTV environments (typically server-side ad-serving setups such as Prebid Server with SSAI), or when you want activation independent of any specific session.
- You want to bridge audiences across environments — make web-built audiences available to mobile or CTV partner targeting.
- You want to share audiences across business units or use cases — activate a cohort once, have it available across multiple partner workflows.
How it works
Identity collection
Permutive collects identity values from your environments — typically via the Permutive SDK (cookie ID on Web, IDFA on iOS, AAID on Android, hashed email when authenticated users are present), or via Direct API integrations (IP address, hashed email).
Scheduled upload to the partner platform
On a scheduled cadence (typically daily), Permutive uploads cohort memberships to the partner platform via its segment-management API. Each upload is keyed by the identity values you have configured.
Segments created in the partner platform
The partner platform creates or updates segments / audiences for each Permutive cohort, populated with the identity values of matching users.
Identity types
Identity-based activation works wherever an identity can be collected and the partner platform accepts that identity for segment uploads. Typical identity types:| Identity type | Typically collected from | Best for |
|---|---|---|
| Cookie ID | Web (via Permutive Web SDK + cookie sync) | Web inventory |
| IDFA | iOS apps (via Permutive iOS SDK) | iOS in-app activation |
| AAID | Android apps (via Permutive Android SDK) | Android in-app activation |
| IP address | CTV apps, server-side integrations | CTV inventory and environments without device IDs |
| Hashed email | Authenticated users across environments | Cookie-independent activation across web and apps |
Trade-offs vs. client-side bidstream activation
| Aspect | Client-side bidstream (Prebid) | Server-side identity-based |
|---|---|---|
| Sync freshness | Real-time — cohort membership updates on the next bid request | Periodic — typically daily |
| Customer implementation | Web: turnkey via Prebid.js + Permutive RTD module. Mobile / CTV: customer implements pattern in Prebid Mobile / Prebid Server. | Minimal once the connector is built by Permutive |
| Environments | Wherever Prebid (or equivalent client-side mechanism) is deployed | Any environment where an identity can be collected |
| Reach | Limited to sessions where the SDK / Prebid module are present and the user qualifies in real time | Available across all bid requests where the partner platform sees the identity |
| Cookie dependency | On Web, can be cookie-dependent (varies by partner) | Cookie-independent when using IDFA / AAID / IP / hashed email |
How to request a new integration
Contact your Customer Success Manager
Outline the partner platform, the inventory environments you want to activate against, and the identity types you can collect.
Identity collection review
Permutive confirms which identity types are already being collected and what additional collection (if any) would be required as part of the build.
Scoping and build
Permutive scopes the integration against the partner platform’s segment-management API and builds the connector. Lead time depends on the partner platform’s API maturity and any partner-side enablement required.