> ## Documentation Index
> Fetch the complete documentation index at: https://docs.permutive.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Server-side identity-based activation

> Activate Permutive cohorts to ad platforms via server-to-server uploads, keyed by an identity

Server-side identity-based activation is a way to deliver Permutive cohorts to an ad platform without relying on client-side bidstream activation (Prebid) or SDK presence in the activation environment. Instead of cohort signals being attached to bid requests in real time, Permutive uploads cohort memberships to the partner platform's segment-management API on a scheduled cadence, keyed by an identity value. Cohorts then appear as segments or audiences in the partner platform, ready for targeting.

This pattern is particularly relevant for mobile app and CTV environments where the Permutive SDK or Prebid integrations may not be present, but an identity (IDFA, AAID, IP address, or hashed email) can still be collected.

## 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.

Where a client-side path *is* available (typically Prebid on Web, Prebid Mobile in iOS / Android apps), the trade-offs below help you choose between the two.

## How it works

<Steps>
  <Step title="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).
  </Step>

  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="Targeting in the partner platform">
    Those segments appear in the partner's targeting UI alongside the partner's other audience segments, and can be used for campaign targeting, PMP deal packaging, or any other activation the partner supports.
  </Step>
</Steps>

## 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 |

The right identity depends on what your environments can collect and what the partner platform supports.

## 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                  |

Many integrations use both approaches in combination — client-side for real-time freshness on Web, server-side identity-based for environments where the client-side path doesn't apply.

## How to request a new integration

<Steps>
  <Step title="Contact your Customer Success Manager">
    Outline the partner platform, the inventory environments you want to activate against, and the identity types you can collect.
  </Step>

  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="Activation in the Permutive dashboard">
    Once built, the integration appears in the Permutive dashboard alongside other activations. Activate cohorts as you would for any other integration.
  </Step>
</Steps>