Better Ads with DoubleClick for Publishers

If you use DoubleClick For Publishers, you can use Permutive's real time personalisation to make your ads more relevant.

Targeting to specific audiences provides a better advertising experience for site or app visitors. It also improves advert performance. Permutive enables this better targeting. We track the articles your visitors engage with, then pass this to DoubleClick in realtime.

In this article, we'll show you how to set up Permutive to segment your users. You can then send these segments into DoubleClick. If you're new to Permutive, we recommend reading our brief Introduction before getting started.

Getting Started

Before diving into Segments and DoubleClick, you'll need to create your project and install the JavaScript SDK. You can do this on your Dashboard.

After you've done this, you'll want to install the Publisher Integration.

Adding your articles to Permutive

In Permutive, personalisation is driven by actions a user takes in your product. We call these 'events'. You can also define 'entities', fixed things in your product that are unlikely to change.

Articles are a great example of something you can store as an entity. Through our JavaScript SDK you can add your articles to Permutive. Here's an example:

            id: documentId,
            collection: "articles",
            properties: {
              title: $("h2").text(),
              author: $("h3>b").text(),
              url: window.location.href,
              categories: ["mobile apps", "games"]

In the snippet above, we've taken fields from our article page and passed them into Permutive. It's important to include as much information as you can about the articles. This information is used to create your segments.

You can check that your entities have been generated by visiting the Entities section of your account page.

Defining your segments

Now you've set up your entities, you'll be collecting data on article views in your app. Congratulations!

The next step is to define the segments in Permutive you want to send over to DFP. The way you build segments in Permutive is flexible. It allows you to use any of the properties of all the events you've collected on your users.

Let's say your website is a tech blog. You might want to create a segment of people that have read at least 3 articles about Mobile Apps.

In the Queries section of your account page, you can add new queries, like the one below.

SELECT COUNT(name = 'Pageview' 
AND (ARRAY_CONTAINS('mobile apps', $ >= 3 
AS result 
FROM events

The example above would select any users that have read 3 or more articles about mobile apps on your site.

You can create as many segments as you want, using any combination of events and properties you've collected.

Sending your segments to DFP

Now you've got your segments defined, you can send them to DFP for targeting. Head over to the integrations part of your account page, then enter the details of your DFP account and segments.

Ready to Go

You're done! Your segments will now appear in DFP. If you'd like to check for them, you can log into DFP and look at the key-values section.

Remember, it can take up to a month for the segments to be ready for targeting.

If you've got any questions, or want to know more about Permutive, email

Christiaan Hendriksen

Writing guides and tutorials to help you get the most out of Permutive. Get in touch at


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