First-party profiles and audiences, on the page where you use them.
Gravito Data Platform keeps a persistent first-party profile for your visitors, scores how they engage, and builds audiences from it. Audience membership and scored preferences are available on the page, live, for personalisation. A full backend holds the audience rules and also delivers from the server in batches, pulled by your systems or pushed to them.
What it delivers
A profile your page can read.
Engagement you can act on.
Audiences, live on the page.
Delivered with you.
Close to the page
The Data Platform runs as much as it can on the client side, close to the systems that need visitor profiles and preferences on the page. Those systems read the profile where they already run, instead of requesting it from another platform several calls away.
The profile is read and written on the page, and kept server-side in your own first-party context: a Gravito endpoint on a subdomain of your domain, set up with three DNS records and validated before use. Nothing is installed on your servers. Your servers can also read the profile data through the Gravito API.
- Your pageThe profile is read and written on the page
- Gravito endpointOn a subdomain of your domainthree DNS recordsvalidated before use
- Your serversRead the profile data through the Gravito APINothing is installed on your servers
One profile: events, keys and consents
Every profile has three parts:
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Events: any key-value pairs you need, such as counters or segments.
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Keyring: IDs and keys from your other systems, each timestamped by the endpoint when it is added or changed.
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Consents: the visitor's consent choices, also timestamped on every change.
Consent state travels with the profile. Because keys and consents carry their own timestamps, a key can always be read alongside the consent state it was collected under.
Engagement scoring and audiences, inside the platform
Engagement scoring and audience building are capabilities of the Data Platform, not separate products.
A client-side script scores how each visitor engages, from scrolling, time on page and clicks, and records their interests from your page categories. The score, visit history and interests are written into the profile. Articles can be mapped to IAB content categories, so interests follow your own content structure.
In the Data Platform interface you build audiences from the interests in your profiles. The rules for each audience live in the platform's backend.
- scrolling
- time on page
- clicks
- score
- visit history
- interests
built from the interests in your profiles
Activation: on the page, from the server, and with a partner
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On the page.
Audience membership and scored preferences are available on the page, live. Personalisation tools, and any other tool on the page that reads them, can use them while the visitor browses.
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From the server.
Audiences are also delivered in batches, pull or push: your systems fetch them, or we deliver them to yours.
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With a partner.
The Data Clean Room, part of Gravito Data Platform, matches one of your audiences against IDs a partner uploads and returns only the overlap. It runs in a portal of its own.
Across your domains and devices
When a visitor logs in, your login or CRM system can attach a deterministic ID to the profile, for example a hash of their email address. Profiles that share that ID connect across your domains and devices, so the same profile and its data can be restored on each. Across the domains of one business, a bridging mechanism restores the same profile on each site. Several deterministic IDs can be connected to the same profile, so the profile carries the ID graph: work usually counted as part of identity resolution.
Publisher Network IDs
Publisher Network IDs gives a publisher one persistent ID across the sites in its network.
We build it from capabilities the platform already has: unique ID generation, the keyring, cross-domain bridging, and deterministic matching on an email hash when a visitor is signed in. Every visitor gets a persistent first-party ID; the match is deterministic when they are signed in.
The ID reaches header bidding through Gravito's Prebid User ID module, gravitoIdSystem (configured as gravitompId), which is part of Prebid.js and documented at docs.gravito.net.
Carrying a visitor's consent choice across a publisher's sites is a feature of the CMP for multisite publishers: see Gravito CMP.
How long a profile lasts
How long profiles are kept is set in configuration, for each use case. In the browser, the profile is set to renew after 364 days by default. A profile used for targeting depends on the visitor's consent, and a profile connected to a known visitor becomes a customer profile with retention settings of its own; how each is set depends on the use case and the rules that apply to it. How long a given browser stays recognisable depends on its own cookie policy.
Works with
Works with Gravito CMP, or alongside another consent platform. The ID and profile are read from the dataLayer by the kinds of system that already run on your pages: login and identity providers, audience platforms, ad servers and Prebid. The profile layer underneath has run in production at publishers for several years.
How we deliver it
We set it up with you: the first-party endpoint, the scripts, the scoring and the first audiences, and we build the integrations with your CRM, access management and other data systems, server-side.
For many teams this is the right amount of platform: the use cases they need, without paying for a larger system built for more than they will use.
Tell us where your visitor data needs to go.
If you need visitor profiles and audiences working on your own pages, across your sites, and wired into the systems you already run, talk to us.
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Patrick GlantzCOO -
Jouni MannerhoviCEO