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Cohorts are the core mechanism for user segmentation in Permutive. The SDK provides methods to check cohort membership and react to changes in real-time.

What are Cohorts

Activations

SDK Methods

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What are Cohorts

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Cohort Types

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How Cohorts Work

  1. Events are tracked via the SDK (pageviews, custom events, etc.)
  2. Rules are evaluated against user behavior
  3. Users enter/exit cohorts based on rule matching
  4. Cohorts are stored locally in the browser
  5. Cohorts are passed to ad platforms for targeting
User views sports article → Track Pageview event
                               ↓
                    Permutive evaluates rules
                               ↓
                    User enters "sports_enthusiast" cohort
                               ↓
                    Cohort stored in localStorage
                               ↓
                    Cohort passed to ad requests

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Activations

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Activation Types

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Cohorts vs Activations

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Accessing Cohorts

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Get All Segments

// Get all cohorts the user belongs to
permutive.segments(function(segments) {
  console.log('All segments:', segments);
  // Output: [12345, 67890, 11111, ...]
});

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Get Platform-Specific Segments

// Get cohorts activated for Google Ad Manager (DFP)
permutive.segments(function(segments) {
  console.log('DFP segments:', segments);
}, 'dfp');

// Get cohorts activated for AppNexus
permutive.segments(function(segments) {
  console.log('AppNexus segments:', segments);
}, 'appnexus');

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Check Single Cohort Membership

// Check if user is in a specific cohort
permutive.segment(12345, function(inCohort) {
  if (inCohort) {
    console.log('User is in cohort 12345');
    showPremiumContent();
  } else {
    console.log('User is NOT in cohort 12345');
    showStandardContent();
  }
});

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Wait for Cohort Data

Use ready() with the 'realtime' stage to ensure cohort data is available: 
permutive.ready(function() {
  // Cohort data is now available
  permutive.segments(function(segments) {
    console.log('Segments (after ready):', segments);
  });
}, 'realtime');

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Real-Time Triggers

React to cohort changes as they happen: 
// Trigger when user enters/exits a cohort
permutive.trigger(12345, 'result', function(obj) {
  if (obj.result) {
    console.log('User just ENTERED cohort 12345');
  } else {
    console.log('User just EXITED cohort 12345');
  }
});
See Real-Time Triggers for more details.

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localStorage Structure

Cohorts are stored in localStorage for fast access and ad targeting:
KeyPurpose
_psegsAll cohorts
_pdfpsGoogle Ad Manager (DFP) activations
_papnsAppNexus activations
_prubiconsRubicon activations
_ppubmaticsPubMatic activations
// Direct localStorage access (for debugging)
var allCohorts = JSON.parse(localStorage.getItem('_psegs') || '[]');
var dfpCohorts = JSON.parse(localStorage.getItem('_pdfps') || '[]');
Always use the SDK methods (segments(), segment()) rather than reading localStorage directly in production code. The SDK handles synchronization and edge cases.

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Using Cohorts with Ad Platforms

// Using the DFP addon (automatic)
permutive.addon('web', { page: { type: 'article' } });
// Targeting is set automatically

// Manual targeting
permutive.segments(function(segments) {
  googletag.cmd.push(function() {
    googletag.pubads().setTargeting('permutive', segments);
  });
}, 'dfp');

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Prebid.js

Cohorts are automatically passed to Prebid via the RTD module. See Prebid Integration.

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AppNexus/Xandr

permutive.segments(function(segments) {
  // Use segments for AppNexus targeting
  apntag.setKeywords('permutive', segments);
}, 'appnexus');

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Cohort Patterns

// Personalize content based on cohorts
permutive.ready(function() {
  permutive.segment(12345, function(isPremiumUser) {
    if (isPremiumUser) {
      showPremiumLayout();
      hideAds();
    }
  });
}, 'realtime');

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Event-Based Cohort Updates

Cohorts update in real-time as users take actions: 
// User reads an article about sports
permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['sports', 'football']
    }
  }
});

// Moments later, check if they entered the sports cohort
permutive.trigger(12345, 'segment', function(inSportsCohort) {
  if (inSportsCohort) {
    console.log('User just qualified for sports cohort!');
  }
});

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Debugging Cohorts

Enable debug mode to see cohort activity: 
?__permutive.loggingEnabled=true
Console output includes: 
[Permutive] Segments updated: [12345, 67890, ...]
[Permutive] User entered segment: 12345
[Permutive] DFP segments: [12345]

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Troubleshooting

Problem: No cohorts even after tracking events.Solutions:
  • Use ready('realtime') to wait for data
  • Check that events are being tracked (debug mode)
  • Verify cohorts are configured in dashboard
  • Ensure user hasn’t opted out (consent)
  • Allow time for cohort processing (seconds to minutes)
Problem: Events tracked but user not in cohort.Solutions:
  • Verify cohort rules in dashboard
  • Check event properties match rule conditions
  • Confirm cohort is active (not paused/archived)
  • Check cohort minimum threshold/frequency
Problem: User in cohort but activation array differs.Solutions:
  • Check that cohort is activated for the platform
  • Verify activation configuration in dashboard
  • Use correct type parameter: segments(cb, 'dfp')
Problem: Cohorts not updating after new events.Solutions:
  • Cohorts update in real-time but may take a few seconds
  • Refresh page to trigger re-evaluation
  • Check that new events are actually being tracked
  • Use trigger() for real-time change detection

Real-Time Triggers

React to cohort changes

Custom Cohorts

Build cohorts in dashboard

Contextual Cohorts

Content-based cohorts

Google Ad Manager

GAM targeting setup