An overview of how to set up your Permutive Campaigns to ensure scale and performance is achieved across both cookie-based and cookieless environments.

Initial Set Up of a Permutive Deal

Permutive deals leverage our existing data connections to maximise reach and scale outside of traditional cookie-based audiences and data measurement methods. 

Please setup these PMP deals on their own individual campaign with their own assigned media budgets to allow you to:

• Control budget and pacing at an IO level to ensure the campaign is able to pace effectively and spend in full.  
• Tailor campaign setup (e.g. frequency capping, optimisation goals) to enable you to maximise available cookieless reach and inventory.

Deal Targeting

Brand Safety

Please share the standard setup parameters you are using for keywords, content categories and site lists with your CSM ahead of activation setup. Permutive deals enable you to connect 1-1 directly with publisher inventory, where we recommend your brand safety profile is tailored to ensure PMPs can scale effectively.

• Target only the Permutive provided inclusion list of available domains in your campaign domain targeting.
• Where possible, remove any longtail OMP keyword-blocking lists and categories from brand safety blocking.
• Share digital content, sensitive category or third-party verification (e.g. IAS/DoubleVerify) with publishers to tailor brand safety requirements on the supply side.

Inclusion/Exclusion lists

Please check for any inclusion/exclusion site lists that may have been applied as standard practice. For each deal connection, inventory will only be supplied from your chosen publishers, so please ensure their domains are also allowed on any site lists applied.

Frequency Caps

For optimal performance, please ensure all frequency capping is set as part of cohort creation within the Permutive Advertiser platform, where we request that frequency capping is not applied and overlaid in your DSP settings.

• Frequency caps running within DSP setups rely on cross-domain tracking to control and limit the times a user is shown an ad, where setting any DSP frequency cap will limit delivery to cookie environments where this can be measured. 
• Permutive’s privacy-first, 1PD cohorts enable advertisers to pivot away from 3rd party cookies and cookie-reliant browser environments, by setting frequency controls as part of the audience cohort creation process. 
• If your campaign setup requires it as a mandatory frequency DSP setting, please contact your CSM who will advise on the best practice deployment for your deals.

Creative Approval

Please ensure that your creatives have been reviewed and approved for use in Xandr and Google Ad Manager. You can view the creatives individually and check the audit status or you can view the assigned creatives at the individual line item stage when setting up your campaign.

• DV360 Creative Approval Process
• Xandr Creative Standards and Auditing
• Yahoo Validating Creatives

CPMs and Bidding (Floor Prices)

Publishers define their own floor prices for Permutive deals. As such, please make sure you are bidding above the floor price in order to access scale. For campaigns which involve multiple publishers, we suggest:

• Control bid settings at a line item level to ensure that bids are set at least 15% above an individual PMP floor price - this will ensure bids clear the required floor with any ad serving or verification costs applied.
• We also recommend that fixed bidding settings are implemented to ensure that spending is being scaled correctly across all available inventory and bid thresholds are being met by overall pacing settings.

Conversions

To enable best possible delivery and performance, we recommend direct CPA or conversion measurement KPIs are correctly managed for cookieless measurement when being used for Permutive campaigns.

• Where modelled or cookieless attribution tools are available within DSP settings, we recommend these are implemented for all cookieless impressions to track performance.
• For campaigns using match market sales or geo lift assessments, we recommend optimisation is implemented to higher-funnel click-based KPIs to ensure the campaign scales correctly to cookieless audiences unless stated otherwise in setup consultation with a CSM. 

Additional Targeting

Permutive deals include all targeting. Additional targeting or verification tools overlaid on top of these deals may limit delivery, so please confirm any additional targeting you wish to activate as part of setup to your CSM ahead of going live. 

Examples of this may include:

• Demographic targeting/exclusions
• 3rd Party audience targeting/exclusions
• Existing user suppression segments
• 3rd party measurement tools

Why? - Additional verification layers may require cookies in order to deliver, measure or verify the additional audience you are looking to target, where implementation may affect delivery bias towards only the 30% of the open web where this measurement is possible.

DSP Troubleshooting:

Where issues persist with DSP campaign setup not spending correctly or creative issues persist with assigned assets, please reach out to your assigned DSP support rep and Permutive CSM to flag the issues being seen in setup to help resolve them.

Complete Set-Up Guide

For details on how to set up PMPs using Permutive deals, review the following guides. 

• Xandr Invest Setup Guide: Xandr Support Link here
• DV360 Setup Guide: DV360 Support Link here