Permutive changelog permutive.com

New

Connectivity can now detect when you've made changes to your source schema — the schema in the data warehouse or lake we read from for an import — and surface those changes to you in the dashboard. Where the change is supported, you can action it directly; where it isn't, we'll point you to guidance on how to resolve it.

To start, we only support adding new columns to an existing import. More scenarios will follow.

What's new ✨

• Schema change detection. Trigger a resync on a connection and we'll re-read the schema across all tables under it. If we detect changes, affected imports are flagged with a banner so they're easy to find.
• Action supported changes in-dashboard. For supported changes, you can review what's new and select which columns you'd like to bring into your import, or choose to do nothing.
• Clearer errors for unsupported changes. Where a change can't be applied automatically (for example, a column has been renamed or removed), we'll surface a clear error and link you straight to the relevant troubleshooting steps.
• New documentation. A full guide covering supported changes, the resync flow, and troubleshooting is available here.
• Related dashboard improvements. This builds on recent updates already live in Connectivity, including improved visibility of child properties and easier access to manual refresh and resync.

What this unlocks 🔓

Previously, any change to your source schema meant creating a new import from scratch. This increased data management overhead and made the dashboard harder to navigate over time. You can now evolve your source schema and bring new columns into existing imports without starting over.

This work also lays the groundwork for richer error messaging across Connectivity. We can build on this foundation to make data flow issues more transparent and easier to resolve over time — this is part of our ongoing work to mature Connectivity.

New

Feature improvement

We've shipped a set of updates to the Connectivity dashboard to make navigating your connections, imports, and cohorts faster and more intuitive. These improvements apply to both the connection details page and the import details page, and are part of our ongoing work to evolve Connectivity.

What's new ✨

• Easier access to re-sync. Trigger a manual data refresh directly from the connection details or import details page — you no longer need to head back to 'create import' to access it.
• See all imports for a connection. Each connection now shows every import created against it, with direct links so you can jump straight into any of them.
• See all cohorts for an import. Each import now surfaces the cohorts that reference it, again with direct links so you can navigate between related items in a click.
• Clearer action steps. We've refreshed the call to action at the bottom of the import details page to better surface what you can do from there.

What this unlocks 🔓

These updates give you a clearer view of how your connections, imports, and cohorts fit together — so you can confidently understand what's affected before making changes (for example, spotting which cohorts depend on an import before deleting it), and move between related items without losing your place.

If you're looking to use Connectivity data for modelling, the new cohorts list also makes it easier to identify seed cohorts for lookalike models. As a reminder, seed cohorts need a little time to populate before they'll produce effective models (typically a few days to reach 10,000 active users) — but once they do, it's a useful way to extend reach using your first-party data.

Please reach out to support@permutive.com with any feedback or questions.

New

Feature improvement

You can now set a TTL (time to live) for User Identity and Group Identity data imported via connectivity. This allows for fine-grained control over how long imported identity data lives in Permutive, helping you meet data governance requirements and automatically clean up stale data.

What's new

Configuring data retention is now part of your import setup:

• Choose a per-datatype TTL on the import mapping cards
• Independent retention settings for User Identity and Group Identity imports
• TTL is visible on existing imports so you can see exactly how long data is retained

What you'll experience

• Clear control over data retention at the import level
• Existing imports continue to behave exactly as they did before, the default (180 days) matches the previous system-wide retention
• No need to send explicit deletion rows to keep your imports tidy, expired data drops out automatically when you want them to

When to use TTLs vs explicit deletions

The right approach depends on the type of import.

For Group Identity (household graph) imports TTLs are an alternative to the existing approach of signalling deletions via explicit rows in your source data. Explicit deletions are the most efficient approach since only changed and deleted rows are processed, which minimises data egress from your warehouse and keeps processing volumes low. However, if communicating deletions is cumbersome or not supported by your source system, set a TTL that comfortably exceeds your refresh frequency and let old memberships expire automatically. For fast-changing datasets where you want precise control explicit CDC-style deletions via the 'Delete' column remain the cheaper, more deterministic option.

For User Identity imports TTLs let you align retention with how long identifiers actually remain useful. This is particularly valuable for identifiers that naturally churn (cookie-based IDs affected by browser restrictions, mobile IDs that users can reset, etc.) since there was previously no way to shorten their lifetime below the default 180 days.

Choosing a TTL

We recommend setting your TTL at least 2–3 days longer than your import frequency. Aggressive TTLs (e.g. 1 day for a daily refresh) could potentially be fragile. If an import run is delayed for any reason, your segmentation can break because active audience data may have already expired. The extra buffer gives your pipeline room to recover from transient issues without losing data.

Getting started

1. Navigate to Sources > Imports and click Create Import
2. Select your connection and table, then choose User Identity Data or Group Identity Data
3. Configure your field mappings, then select a retention period from the Retain data for dropdown
4. Finish setting up your import as normal

New

Feature improvement

We've made it easier to start collecting key identifiers automatically, without any additional implementation work.

What's new

• Auto-collection is now available within the identifier creation flow across 4 different identifiers (IP address and third party cookie IDs).
• Auto-collection is supported for the following identifiers:
  • IP Address (ip_address)
  • Permutive’s 3rd party cookie ID (pxid)
  • Xandr’s 3rd party cookie ID (appnexus)
  • Trade Desk’s 3rd party cookie ID (tradedesk)
• When adding a new identifier supported by auto-collection:
  • enter the exact name as it appears above (ip_address, pxid etc.). This will automatically surface the auto-collection checkbox
  • tick the auto-collection checkbox to have Permutive's Web SDK automatically capture that identifier's value

Why it helps

Clients have shared that manually passing identifier values adds implementation overhead and can lead to gaps in identity data collection. This new capability addresses those challenges:

• Reduces the implementation burden by eliminating the need to manually pass identifier values via the SDK
• Improves data consistency by ensuring these identifiers are captured reliably across sessions
• Accelerates time-to-value when setting up or expanding your identity graph
• Lowers the risk of missing identifiers due to misconfiguration or incomplete tagging

Collecting additional identifiers (IP addresses and third party cookies) will increase your matching opportunity with partners which will increase the scale of third party segments against your audience and will improve data collaboration outcomes.

Getting started

1. Go to Identity in the navigation, then open the Identifiers tab
2. Click Add Identifier to open the identifier creation flow
3. Enter the identifier name (e.g. ip_address, pxid)
4. Tick the Auto-collection checkbox
5. Save the identifier — Permutive's Web SDK will begin collecting values automatically

Tip: Auto-collection is only available for supported identifier types. If the checkbox does not appear, the identifier you are creating does not currently support this feature.

Important note: this capability is only available for web today. It will be deployed to other environments (app, CTV) in the coming months.

Ongoing enhancements will roll out in the coming weeks, as part of our Advanced Identity Graph beta. This auto-collection capability in particular will become more user friendly (IDs with auto-collection will be selectable via a drop down).

New

We're excited to announce that the ability to delete imports is now available to all Connectivity users! This feature gives you more control over your data pipeline lifecycle—allowing you to clean up test imports, remove outdated ones, and start managing your connection workspace without the need for support.

What's new

Managing your data imports just got easier:

• Delete imports directly from the import details page
• Quick access to delete via the 3-dot menu in the main imports table
• Clear confirmation dialogs to prevent accidental deletions
• Immediate feedback on downstream impacts before you confirm

What you'll experience

• Cleaner import lists with the ability to remove imports you no longer need
• Clear visibility into what happens when an import is deleted
• Confidence that your cohorts and campaigns remain intact and informed with appropriate warnings where they may be impacted

What happens when you delete an import

Here's what occurs across the system:

• Data syncing stops immediately — No further data will be pulled from the source table
• Data retention — For non-composable deployments, a 30-day time-to-live (TTL) is applied to the imported data. After 30 days, the data is removed from Permutive. For composable deployments, the data remains in your cloud environment
• Cohort Builder impact — The import is removed from the Cohort Builder as an available data source. Any existing cohorts that reference the deleted import will display a warning indicating the import is no longer active
• Audience evaluation — Cohort expressions that depend on the deleted import will stop evaluating against the imported data

Note: Before deleting an import, review any cohorts that depend on it. Deleting an import can affect active campaigns and audience targeting. Cohorts that reference the import will continue to exist but will no longer include users based on the deleted import's data.

Why this helps

• Keep your workspace organised by removing test or deprecated imports
• Reduce clutter and focus on active data pipelines
• Maintain control over what data is being synced into Permutive

Getting started

1. Navigate to Sources > Imports in your Dashboard
2. Find the import you want to remove
3. Click the 3-dot menu and select Delete, or open the import details page and click Delete Import
4. Review the confirmation dialog and confirm the deletion

Availability

• Available now for all Connectivity customers
• Accessible from both the Sources > Imports table and individual import detail pages

Questions? Reach out to your Permutive Support team, or find your answers in our new Knowledge Centre here.

Optimization

Alongside developing new products for our customers, we want to ensure that the user experience for navigating and building a better understanding of the platform is clear and intuitive. As such, we are excited to roll out an entirely new support portal and platform navigation layout on 10th February to drive improved ease of use.

New Knowledge Center

We are launching a new Knowledge Center that contains updated documentation across our products with a refreshed structure to align with our product navigation.

Our focus for building out this portal has been:

• Improve existing documentation for greater clarity
• Add additional documentation for common support queries
• Enable AI support queries to more efficiently find the information you are looking for

Navigation update

The new product navigation is designed to better speak to how customers use the Permutive platform and aligns to the new documentation structure.

While all existing capabilities are available in the new navigation, we are making a few key changes:

• Products and features are grouped into 3 key areas (Signals, Workflows & Insights, Connectivity)
• Similar products are grouped within drop down menus to reduce clutter with some copy changes to drive greater distinction
• Help and support features have a dedicated menu in the top nav
• Workspace and team settings are available in the top nav user menu (admins only)

A mapping from the old dashboard navigation to the new navigation is available here to ease your transition.

Feature improvement

We’ve enhanced our Identity Graph with more visibility on the scale of each identifier and where they are being utilized across the Permutive platform to drive value.

What’s new

• A new Identifier Details view is now available for every identifier
• See how each identifier’s scale compares to your total universe
• Understand the value of an identifier by visualizing where it is being used across the platform, including:
  • Connectivity and Audience Imports
  • Activations
  • Routing
  • Data Collaboration

Why it helps

Clients have shared that they lack visibility on the scale of identifiers vs. the total universe and that it’s hard to assess the value that each identifier is driving, across use cases. This new view addresses those gaps:

• Quantifies identifier reach so you can identify gaps and opportunities
• Surfaces product usage to highlight operational impact
• Accelerates troubleshooting by showing where an identifier is used end‑to‑end
• Informs strategy for consolidation, expansion, or deprecation of identifiers

Getting started

1. Go to Identity in the navigation, then open the Identifiers tab
2. Find the identifier you want to review
3. Click the ••• menu next to it
4. Select “View Details” to open the Identifier Details page

Tip: Use the details view to compare identifier scale against your total universe, then review product usage to spot quick‑win optimisations.

Ongoing enhancements will roll out in the coming weeks to help you configure your identity graph and gain deeper insights

Feature improvement

We've enhanced our LiveRamp integration within Identity Manager to further improve performance and expand support for PAIR IDs.

What's New

• Local storage of LiveRamp identifiers: RampIDs, PAIR IDs, and ATS Direct segments are now stored locally in the browser. This improves performance by reducing redundant API calls while aligning with LiveRamp's integration requirements.
• PAIR ID activation to Prebid: PAIR IDs retrieved from LiveRamp can now be activated to Prebid alongside RampIDs. This enables publishers to leverage Google's Publisher Advertiser Identity Reconciliation (PAIR) framework for privacy-focused first-party data matching with advertisers.
• Region-aware TTL management: Stored identifiers automatically respect LiveRamp's geographic requirements—15 days for California users and 30 days for all other regions—ensuring ongoing compliance with CCPA and GDPR.

Why This Helps

Publishers using Identity Manager to activate LiveRamp programmatically will benefit from:

• Expanded Prebid capabilities: Activating both RampIDs and PAIR IDs to Prebid enables broader addressability with privacy-compliant identifiers.
• Improved performance: Local caching reduces latency during ad auctions by minimising repeated API calls.

Getting Started

If you're already using LiveRamp with Identity Manager, this enhancement will be applied automatically. No additional configuration is required.

For more information, see our Identity Manager documentation or LiveRamp's guides for RampID, PAIR, and ATS Direct.

New

We’re excited to introduce Video Engagement clauses, a new way to build cohorts based on how users engage with videos on your properties.

This feature works just like our existing page engagement clauses, but is specifically designed to use data from your standard video events.

What's New

When building a cohort, you can now add rules to identify users based on their specific video viewing behavior. This allows you to create segments of users who have:

• Watched for a specific duration: Target users based on their total video engaged time (e.g., watched more than 60 seconds).

• Reached a completion milestone: Find users who have passed a certain video completion percentage (e.g., completed more than 50% of a video).

• Shown repeat engagement: Build audiences who have engaged with videos a specific number of times, each meeting its own criteria (e.g., watched at least 2 videos, each for more than 30 seconds).

Why this helps

• Identify engaged audiences: Move beyond simple video views and identify your most engaged viewers.

Getting Started

This new option is available now. Head to the Cohort Builder and create or edit a cohort. When you add a new clause, you’ll find Video Engagement in the dropdown menu.

This feature requires the collection of the standard Videoview and VideoCompletion events.

If you have any questions please reach out to your Permutive team or contact Support.

New

Connectivity is a new set of features (currently in beta) that lets you connect your data warehouses and lakes to bring first-party data into Permutive. Through these connections, you can import specific schemas and data to enrich your dataset—helping you build more nuanced cohorts and enhance your campaigns.

We have a lot planned for this space, so keep an eye out for new releases and improvements!

What's new

We've made it simpler and more reliable to bring your data into Permutive:

• A redesigned import mapping tool with the ability to import different Permutive data types in a single Import.
• New, more efficient Snowflake Connector.
• New composable Google Cloud Storage connector.

Why this helps

• Get up and running faster
• Spend less time fixing import issues
• Use reliable, scalable connectors that grow with your needs

Getting started

• Select Snowflake or GCS in your Connectivity settings - connect your account, pick your data source

• Once the connection is established, create a new import via this connection and use the new mapping to preview your import

Availability

• Available now for all Connectivity customers
• For Snowflake and GCS, simply create a new connection using our setup guides — no migration needed

Questions? Reach out to your Permutive team or contact Support.