Implementing Permutive Identity Manager with Prebid.js: What Publishers Need to Know
Identity resolution is a growing challenge for publishers facing diminishing third-party cookie support. Accurately matching users across bids is key to maintaining strong programmatic revenue and providing targeted audiences for advertisers.
Permutive’s Identity Manager offers an integration path with Prebid.js that simplifies how publishers can pass identity data into the ad auction, reducing reliance on workflow tweaks and heavy configuration. Understanding this Prebid.js module is critical for anyone looking to future-proof their ad stack and maximize the value of their first-party data.
What is the Permutive Identity Manager Module in Prebid.js?
The Permutive Identity Manager module for Prebid.js allows publishers already using Permutive’s SDK to seamlessly pass user IDs into the Prebid auction. Unlike standard user ID modules that require direct configuration of multiple identity partners, this module leverages Permutive’s Identity Manager to abstract complexity from the Prebid setup. All main identity orchestration is managed server-side or within Permutive’s client SDK, easing ongoing operations for ad ops teams.
How It Fits into Header Bidding
When a user visits your site, Permutive’s SDK collects user information and manages identity linkage. The Prebid module picks up this identity from the browser, making it available to demand partners during the auction. This supports more accurate user matching and potentially higher bids.
Building and Configuring Prebid.js with Permutive Identity Support
To use this integration, Prebid.js must be compiled with the specific Permutive Identity Manager ID System module. This is not included by default in every build, so publishers need to work with their development or ad tech teams to ensure it’s part of their Prebid package.
Example Build Process
A typical build command might look like:
gulp build –modules=userId,permutiveIdentityManagerIdSystem
This ensures that Prebid.js will recognize and use any user identities collected by Permutive.
Prebid Configuration Example
Configuration on the Prebid side is intentionally minimal. Most identity settings are managed from Permutive’s dashboard and SDK, with Prebid only needing a brief local storage cache, like so:
pbjs.setConfig({
userSync: {
userIds: [
{
name: ‘permutiveIdentityManagerId’,
params: { ajaxTimeout: 90 },
storage: { type: ‘html5’, name: ‘permutiveIdentityManagerId’, refreshInSeconds: 5 }
}
],
auctionDelay: 100
}
});
This keeps publisher-side code light and easy to manage.
Key Operational Considerations: Timing, Caching, and Common Pitfalls
Prebid.js can move fast—sometimes faster than other SDKs initialize. The key settings in the Permutive Identity Manager module revolve around timing and caching to ensure identity data is present before the auction starts.
Ajax Timeout and Auction Delay
The ajaxTimeout parameter acts as a waiting period for the Permutive SDK to surface an identity. It should always be less than the auctionDelay to avoid missing the auction window. For example, if auctionDelay is 100ms and ajaxTimeout is 90ms, Prebid will wait up to 90ms for Permutive before triggering the auction, ensuring identities have time to become available.
Caching Strategy
Permutive already uses local storage as a cache. Overly aggressive caching in Prebid.js is unnecessary and can reduce identity freshness. Keeping refresh intervals short (like every 5 seconds) allows new or updated IDs to be used as quickly as possible.
Common Publisher Mistakes
– Not including the Permutive SDK or misconfiguring it can prevent identity flow into Prebid.
– Setting ajaxTimeout longer than auctionDelay means Prebid may start without IDs, reducing match rates.
– Failing to coordinate module builds leads to missing the permutiveIdentityManagerIdSystem in production.
Integrating with Ad Servers and Ensuring Revenue Uplift
Making user identity data available in Prebid.js is only valuable if it leads to higher CPMs and fill rates downstream. Publishers should check that identity signals make it all the way to their ad server—like Google Ad Manager—as key-values or other targeting parameters.
Practical Flow Example
A user visits your site; Permutive sets the identity value; Prebid.js reads this via the identity module; IDs are attached to bid requests; demand partners see a consistent user signal, which can increase demand density and CPM.
What this means for publishers
This module reduces technical friction in passing audience identities to demand partners, helping publishers use their first-party data with minimal maintenance or custom code. Proper timing and build coordination are key. When configured correctly, publishers are positioned for stronger programmatic results—especially as third-party cookies continue to decline.
Practical takeaway
Publishers using Permutive should ensure their Prebid.js build includes the Permutive Identity Manager module, with configuration focused on short caching and matching auction timing. Ad ops teams should confirm the Permutive SDK is visible on page loads and that ID values are surfacing in Prebid bid requests.
Test identity propagation in both Prebid and your ad server (like GAM) to make sure everything travels end-to-end. Work closely with developers during Prebid builds to prevent module omission and consult with Permutive for best practices.
Keeping the configuration streamlined and well-tuned reduces troubleshooting and maximizes the value of your first-party data. This approach simplifies ongoing header bidding maintenance and gives you a future-proof identity setup as the industry moves away from third-party cookies.
