Contextual Data

Contextual targeting allows you to reach users based on the content they’re currently viewing, without relying on user history or cookies.

Overview

Implementation

Use Cases

Overview

Privacy Benefits

Behavioral vs Contextual

Implementation

Page Properties

The primary way to enable contextual targeting is through page properties:

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      title: 'Electric Vehicle Sales Surge in 2024',
      categories: ['automotive', 'electric-vehicles', 'business'],
      tags: ['EV', 'Tesla', 'sustainability', 'green-tech'],
      authors: ['Jane Smith'],
      publishedAt: '2024-01-15T10:00:00Z'
    }
  }
});

These properties are analyzed to generate contextual cohorts like:

automotive_electric_vehicles
business_sustainability
technology_green_tech

Content Classifications

Permutive can integrate with content classification providers for automated contextual data:

IBM Watson
Custom Classifications

// Watson classifications are added automatically
// when configured in your Permutive dashboard
permutive.addon('web', {
  page: {
    type: 'article',
    // Watson adds categories, concepts, entities
  }
});

// Pass your own classifications
permutive.addon('web', {
  page: {
    type: 'article',
    classifications: {
      iab_categories: ['IAB19-6', 'IAB13-7'],
      sentiment: 'positive',
      topics: ['technology', 'innovation']
    }
  }
});

URL-Based Context

The SDK automatically captures URL context:

// Current URL is automatically included
// https://example.com/technology/electric-vehicles/article-123

// You can also specify explicit context
permutive.addon('web', {
  context: {
    url: 'https://example.com/technology/article',
    title: 'Article Title',
    referrer: document.referrer
  },
  page: {
    type: 'article'
  }
});

Contextual Cohorts

How They Work

Page loads with content metadata
SDK sends context to Permutive
Real-time analysis determines applicable contextual cohorts
Cohorts returned immediately (milliseconds)
Ad requests include contextual targeting

Page about electric vehicles loads
            ↓
SDK sends: categories: ['automotive', 'electric-vehicles']
            ↓
Permutive returns: contextual cohort 'auto_ev_interest'
            ↓
Ad request includes contextual targeting

Accessing Contextual Cohorts

Contextual cohorts are included in segment calls:

// Get all segments including contextual
permutive.segments(function(segments) {
  console.log('All segments (incl. contextual):', segments);
});

// Get DFP segments (includes contextual activations)
permutive.segments(function(segments) {
  console.log('DFP segments:', segments);
  // Includes both behavioral and contextual
}, 'dfp');

Contextual-Only Targeting

For users without behavioral data (new visitors, no consent):

// Contextual cohorts work without user consent
// because they're based on content, not user history

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['finance', 'investing']
    }
  }
});

// Even without consent, contextual targeting is available

Page Property Best Practices

Article Pages

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      // Required
      title: 'Article Title',
      categories: ['primary-category', 'secondary-category'],

      // Recommended
      tags: ['keyword1', 'keyword2', 'keyword3'],
      authors: ['Author Name'],
      publishedAt: '2024-01-15T10:00:00Z',

      // Optional - enhances targeting
      id: 'article-123',
      section: 'Technology',
      premium: false,
      wordCount: 1500,
      readTime: 7
    }
  }
});

Video Pages

permutive.addon('web', {
  page: {
    type: 'video',
    video: {
      title: 'Video Title',
      id: 'video-123',
      categories: ['entertainment', 'music'],
      duration: 180,  // seconds
      series: 'Music Reviews',
      season: 2,
      episode: 5
    }
  }
});

Homepage

permutive.addon('web', {
  page: {
    type: 'homepage'
  }
});

Section/Category Page

permutive.addon('web', {
  page: {
    type: 'section',
    section: {
      name: 'Technology',
      path: '/technology',
      depth: 1
    }
  }
});

Use Cases

Brand Safety
Cookieless Targeting
Content Alignment
Seasonal Content

Use contextual data to ensure ads appear alongside appropriate content:

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['news', 'politics'],
      // Contextual cohorts can be used for
      // brand safety exclusions
      brand_safe: true,
      content_rating: 'general'
    }
  }
});

Reach users without cookies or consent:

// Works for all users regardless of consent status
permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['travel', 'europe'],
      // Contextual targeting doesn't require
      // user tracking or consent
    }
  }
});

Align ads with editorial content:

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      title: 'Best Running Shoes for 2024',
      categories: ['fitness', 'gear-reviews'],
      tags: ['running', 'shoes', 'athletics'],
      // Ads for running products can target
      // this contextual signal
    }
  }
});

Target based on timely content:

permutive.addon('web', {
  page: {
    type: 'article',
    article: {
      categories: ['holidays', 'gift-guides'],
      seasonal: 'christmas',
      // Seasonal advertisers can target
      // holiday content
    }
  }
});

Combining Behavioral and Contextual

The most effective targeting often combines both signals:

permutive.ready(function() {
  permutive.segments(function(allSegments) {
    // allSegments includes both:
    // - Behavioral cohorts (user history)
    // - Contextual cohorts (current page)

    // Use for comprehensive targeting
    googletag.cmd.push(function() {
      googletag.pubads().setTargeting('permutive', allSegments);
    });
  });
}, 'realtime');

Contextual Data Flow

┌─────────────────┐
│   Page Load     │
│ (with context)  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│  SDK Captures   │
│ page properties │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│    Permutive    │
│ Classification  │
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│   Contextual    │
│ Cohorts Returned│
└────────┬────────┘
         │
         ▼
┌─────────────────┐
│   Ad Request    │
│  (with cohorts) │
└─────────────────┘

Troubleshooting

Contextual cohorts not appearing

Problem: Page properties set but no contextual cohorts.Solutions:

Verify page properties in debug mode
Check that contextual cohorts are configured in dashboard
Ensure categories match configured cohort rules
Allow a few seconds for processing

Wrong contextual classification

Problem: Page classified incorrectly.Solutions:

Review page property values
Use more specific categories/tags
Check for conflicting signals in page data
Contact support for classification tuning

Contextual targeting not working in ads

Problem: Contextual cohorts exist but ads not targeting.Solutions:

Verify contextual cohorts are activated for the ad platform
Check _pdfps (or platform-specific key) in localStorage
Confirm ad server is reading targeting values
Test with debug mode enabled

Contextual Cohorts

Build contextual cohorts

Pageview Tracking

Configure page properties

Google Ad Manager

Contextual targeting in GAM

Classification Providers

Content classification integrations

Get Started

Products

Deployment

Governance

Overview

Implementation

Use Cases

Overview

Privacy Benefits

Behavioral vs Contextual

Implementation

Page Properties

Content Classifications

URL-Based Context

Contextual Cohorts

How They Work

Accessing Contextual Cohorts

Contextual-Only Targeting

Page Property Best Practices

Article Pages

Video Pages

Homepage

Section/Category Page

Use Cases

Combining Behavioral and Contextual

Contextual Data Flow

Troubleshooting

Contextual Cohorts

Pageview Tracking

Google Ad Manager

Classification Providers

Overview

Implementation

Use Cases

​Overview

​Privacy Benefits

​Behavioral vs Contextual

​Implementation

​Page Properties

​Content Classifications

​URL-Based Context

​Contextual Cohorts

​How They Work

​Accessing Contextual Cohorts

​Contextual-Only Targeting

​Page Property Best Practices

​Article Pages

​Video Pages

​Homepage

​Section/Category Page

​Use Cases

​Combining Behavioral and Contextual

​Contextual Data Flow

​Troubleshooting

​Related Documentation

Contextual Cohorts

Pageview Tracking

Google Ad Manager

Classification Providers

Overview

Privacy Benefits

Behavioral vs Contextual

Implementation

Page Properties

Content Classifications

URL-Based Context

Contextual Cohorts

How They Work

Accessing Contextual Cohorts

Contextual-Only Targeting

Page Property Best Practices

Article Pages

Video Pages

Homepage

Section/Category Page

Use Cases

Combining Behavioral and Contextual

Contextual Data Flow

Troubleshooting

Related Documentation