Overview
Marketplace enables publishers to access and activate third-party data segments from leading data providers and aggregators like Eyeota and LiveRamp through Permutive’s platform. This integration allows you to enrich your first-party audience data with high-quality third-party segments for enhanced targeting, audience expansion, and audience insights. Marketplace provides seamless access to thousands of pre-built audience segments across demographics, interests, intent, purchase behavior, and industry verticals. These segments can be imported into Permutive, combined with your first-party data, and activated across your preferred advertising destinations.Why Use Marketplace?
Expand Audience Reach — Access 60,000+ global audience segments from leading data providers to expand your targeting capabilities beyond first-party data. Enhance Targeting Precision — Combine third-party data segments with your first-party audiences to create more precise targeting strategies and improve campaign performance. Seamless Integration — Marketplace integrates directly with third-party providers and aggregators and allows custom audiences via partners like LiveRamp to be imported directly into Permutive for access in the Cohort Builder. Global Coverage — Access audience segments across 180 countries from multiple data providers, enabling international campaign targeting and audience expansion.Concepts
Definitions
- Marketplace: Permutive’s integration with third-party data providers that enables access to pre-built audience segments for targeting and activation.
- Third-Party Data: Audience segments and data provided by external data providers (e.g., Eyeota, LiveRamp) that are not collected directly by your organization.
- Data Provider: A third-party company that creates and maintains audience segments based on aggregated data from multiple sources. Examples include Eyeota and LiveRamp.
- Audience Segment: A pre-defined group of users sharing common characteristics (demographics, interests, behaviors, purchase intent) that can be used for targeting.
- Segment Import: The process of bringing third-party audience segments into Permutive for use in audience building, targeting, and activation.
- Eyeota: A global data marketplace provider offering 60,000+ audience segments across 180 countries, with data from 30,000+ research companies, data owners, and publishers.
- LiveRamp: A data marketplace provider offering premium third-party data segments with activation capabilities across hundreds of destinations including media, tech, and commerce platforms.
- Segment Activation: The process of using imported third-party segments in campaigns by sending them to advertising destinations (DSPs, SSPs, etc.).
Workflows
Accessing Marketplace Data Providers
Marketplace provides access to third-party data from providers like Eyeota and LiveRamp. To browse available segments and visualize pricing, follow these steps:- Navigate to Custom Cohorts
- Click “Add Cohort” and fill in Name and Description
- Select Third Party from the “Behavior” drop down.
- You’ll then see a list of third-party segments with segment name, CPM, Data provider
Activating Marketplace Segments
Cohorts built with third-party segments can be activated to your preferred advertising destinations just like first-party audiences. Marketplace segments are compatible with Permutive’s activation infrastructure, enabling seamless delivery to DSPs, SSPs, and other advertising platforms.Troubleshooting
Activation failing for Marketplace segments
Activation failing for Marketplace segments
If activation is failing for imported Marketplace segments:
- The destination may not support third-party data segments
- There may be data provider restrictions on activation
- Segment format may not be compatible with the destination
- Verify the destination supports third-party data activation
- Check data provider terms and restrictions for the specific segments
- Review segment format requirements for your activation destination
- Contact support for destination-specific compatibility information
Low match rates for Marketplace segments
Low match rates for Marketplace segments
If you’re experiencing low match rates when activating Marketplace segments:
- Identity resolution may be limited between your first-party data and third-party segments
- The segments may use identifiers not present in your Identity Graph
- Geographic or demographic targeting may be too narrow
- Review your Identity Graph configuration to ensure compatible identifiers are collected
- Check segment metadata to understand which identifiers the segments use
- Consider broader segments or segments that align with your identity collection strategy
- Use Identity Insights to analyze overlap between your data and third-party segments
Environment Compatibility
Core Product
| Functionality | Web | iOS | Android | CTV | API Direct |
|---|---|---|---|---|---|
| Marketplace Access | Yes | No | No | No | No |
| Eyeota Integration | Yes | No | No | No | No |
| LiveRamp Integration | Yes | No | No | No | No |
Activation
Marketplace segments can be activated to all supported Permutive activation destinations, including DSPs, SSPs, and other advertising platforms. Activation compatibility depends on the specific destination’s support for third-party data segments.Dependencies
| Dependency | Required | Description |
|---|---|---|
| Permutive Workspace | ✓ | You must have access to a Permutive workspace with Marketplace enabled to access third-party data providers. |
| Identity Graph | ~ | Recommended for optimal segment matching and activation. Identity Graph helps resolve third-party segments to your user base. |
| Cohort Builder | ✓ | Required to combine third-party segments with first-party data and create enriched audience definitions. |
FAQ
What data providers are available through Marketplace?
What data providers are available through Marketplace?
Marketplace currently provides access to leading third-party data providers including Eyeota and LiveRamp. Eyeota offers 60,000+ global audience segments across 180 countries, while LiveRamp provides premium third-party data segments with activation capabilities. Additional providers may be added over time.
Are Marketplace segments privacy-compliant?
Are Marketplace segments privacy-compliant?
Yes, all third-party data segments available through Marketplace are privacy-compliant and independently audited. Data providers like Eyeota maintain certifications including IAB Data Label and Neutronian to ensure data quality and privacy compliance.
Can I combine third-party segments with my first-party data?
Can I combine third-party segments with my first-party data?
Yes, imported third-party segments can be combined with your first-party audience data in Permutive’s Cohort Builder. This allows you to create enriched audience definitions that leverage both proprietary and third-party insights.
Where can I activate Marketplace segments?
Where can I activate Marketplace segments?
Marketplace segments can be activated to all supported Permutive activation destinations, including DSPs, SSPs, and other advertising platforms. Activation compatibility depends on the specific destination’s support for third-party data segments.
How often are Marketplace segments updated?
How often are Marketplace segments updated?
Segment update frequency depends on the data provider. Eyeota and LiveRamp typically update their segments regularly, but specific refresh schedules may vary by segment type. Imported segments in Permutive are updated according to the provider’s schedule.
What types of segments are available?
What types of segments are available?
Marketplace provides access to a wide variety of audience segments including demographics, interests, intent, past purchase behavior, industry verticals, and seasonal events. Specific segment categories vary by data provider.
Do I need a separate account with Eyeota or LiveRamp?
Do I need a separate account with Eyeota or LiveRamp?
Some data providers may require separate account setup or agreements. Contact Permutive support to understand the specific requirements for accessing Eyeota or LiveRamp segments through Marketplace.
How do Marketplace segments work with Identity Graph?
How do Marketplace segments work with Identity Graph?
Marketplace segments work best when you have Identity Graph configured with compatible identifiers. Identity Graph helps resolve third-party segments to your user base, improving match rates and activation effectiveness. Use Identity Insights to analyze overlap between your data and third-party segments.
Can I use Marketplace segments for international campaigns?
Can I use Marketplace segments for international campaigns?
Yes, Marketplace provides access to global audience segments. Eyeota, for example, offers segments across 180 countries, enabling international campaign targeting and audience expansion.