Curation

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Overview

Curation enables publishers to package and monetize their first-party audience signals across premium multi-publisher deals within SSP Curation Marketplaces. Permutive aggregates publisher cohorts into standardized audiences and curated packages that advertisers can access through Monetize, Index Exchange Marketplaces, Pubmatic, Google Curated Deals, and other SSP curation seats. Publishers participate in curation by opting in their signals, which are then made available to advertisers as part of Permutive-branded curated deals. This allows publishers to unlock incremental programmatic revenue from their open marketplace inventory without the operational overhead of managing curation themselves.

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Why Use Curation?

Unlock new programmatic revenue — Curation provides access to advertiser budgets that would otherwise be unreachable due to signal loss and cookie deprecation. By participating in Permutive’s curated audiences, publishers can monetize 100% of their audience, not just the 30% of cookied inventory. Maintain data control and transparency — Unlike traditional curation intermediaries, Permutive gives publishers full control over which cohorts participate in curation. Publishers can exclude specific signals from curated deals to avoid channel conflict with their direct-sold motions, and Permutive maintains transparent fee structures capped at 40%. Zero operational overhead — Permutive handles all demand generation, audience packaging, deal creation, campaign optimization, and buyer reporting. Publishers participate passively once technical setup is complete, with no ongoing management required.

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Workflows

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Publisher Opt-In

Publishers sign Permutive’s Curation Order Form to participate in the curation offering. This grants Permutive permission to package the publisher’s cohorts into multi-publisher curated audiences and make them available to advertisers through SSP curation seats.

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Technical Setup

Publishers configure Prebid.js integration (for Monetize, Index Exchange, Pubmatic) and/or Google Curate integration to enable cohort signals to flow to SSP curation seats. The Permutive SDK automatically handles passing cohort memberships to these platforms in real-time.

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Cohort Controls Configuration

Publishers review their Standard Cohorts and Custom Cohorts to determine which signals should be excluded from curation. Standard Cohorts can be toggled on/off directly in the UI, while Custom Cohorts require applying a curation_exclusion tag to prevent inclusion in curated deals.

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Setup

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Prerequisites

• Active Permutive SDK deployment (Web platform required)
• Standard or Custom Cohorts enabled for Curation
• Prebid.js integration and/or Google Ad Manager with Google Curate enabled
• Signed Curation Order Form (contact your Customer Success Manager)

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Enablement Process

Curation is a publisher opt-in product. To enable Curation for your organization:

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Guides

Step-by-step instructions for working with Curation.

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Environment Compatibility

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Core Product

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Activation

Curation requires Prebid.js integration or Google Ad Manager with Google Curate. Supported SSP curation marketplaces:

• Monetize
• Index Exchange Marketplaces
• Pubmatic
• Google Curate (via Google Ad Manager)
• OpenX

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Dependencies

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Changelog