PubMatic - Zeotap docs

What this is

PubMatic is a sell-side platform (SSP) that helps publishers monetise digital content by connecting them with advertisers. The PubMatic destination in Zeotap CDP delivers your audience segments to a PubMatic account so you can target those users in programmatic campaigns. Because PubMatic does not accept map and mwebIDs identifiers together in a single segment, a Zeotap segment that includes both is split into two entries in your PubMatic console — worth understanding before you build segments and configure sharing permissions.

Prerequisites

Before you create the destination, collect the following from your PubMatic point of contact:

Account ID — the unique identifier for your PubMatic account, used for tracking and reporting.
Account Type — one of PUBLISHER, DEMAND_PARTNER, or BUYER.
Currency — the currency for reporting. USD is selected by default.

You also need access to the Destinations application in the Zeotap CDP app.

Supported identifiers

The PubMatic destination accepts these identifier types:

PubMatic Cookies
MAIDs (mobile advertising IDs)
IDP Base
ID5

You can edit, add, or remove identifiers during field mapping.

Create the PubMatic destination

Open the Destinations app and start a new destination

In the Zeotap CDP app, open the Destinations application and choose + Create Destination.

Create Destination button in the Destinations application

Select PubMatic from the destination catalogue

Under All Destinations, search for PubMatic and select it.

Searching for PubMatic under All Destinations

Enter the account details

On the destination detail screen, provide the values gathered in Prerequisites:

A name for the destination
The Account Id for the account receiving the segment
The Currency (USD by default)
The Account type: PUBLISHER, DEMAND_PARTNER, or BUYER

Review the values and click Next to proceed.

PubMatic destination detail screen with account fields

Choose an action and map identifiers

Choose an action under Choose your Action, then pick the identifiers under Map the Fields. The identifiers PubMatic accepts — MAIDs, Cookies, IDP Base, ID5 — are shown by default; edit the list if you need a different mapping. See the mapping reference for details.Click Create Destination to save. The new destination is added to the Audience application, where you can link it to a segment.

Choose your Action and Map the Fields screen for PubMatic

Link an audience to the destination

Attach an audience or segment to the PubMatic destination from the Target or Connect applications — see Link an Audience to the Destination for the linking workflow. After linking, delivery to the PubMatic seat takes up to three business days.

The terms Audience and Segment are used interchangeably to refer to a customer cohort — for example, users over 18 who performed an addToCart event in the last 30 days.

Verify the segment reached PubMatic

Once the destination is linked and the delivery window has passed, confirm the segment is available on PubMatic:

Open the PubMatic console and go to Audience Segments.
Locate the segment you linked. If your Zeotap segment used both map and mwebIDs identifiers, you will see two separate entries for the same segment name — Zeotap creates two versions of the segment and pushes both, because PubMatic does not accept these two identifiers in one segment.
In the Zeotap CDP app, the two versions show as two cards with two separate segment IDs — one for cookie and one for Device IDs.
Update the sharing permissions in PubMatic for the delivered segment(s) so downstream buyers can access them.

Split segment entries listed under Audience Segments in the PubMatic console

A split segment appears in PubMatic like this:

Zeotap segment: high_intent_shoppers
  identifiers: [map, mwebIDs]

Delivered to PubMatic Audience Segments as:
  high_intent_shoppers   (segment ID: <cookie-family ID>)
  high_intent_shoppers   (segment ID: <device-family ID>)

Two segment cards with separate segment IDs in the Zeotap CDP app

How user disqualification works

A user is disqualified from a Connect segment when they no longer meet the segment criteria, when required consent is withdrawn, or when another condition set on the segment no longer holds.

On the next refresh cycle after disqualification, Zeotap issues a user-deletion request for that user against the corresponding PubMatic audience.
Disqualified users are excluded from segments on the refresh frequency you configured for the Connect segment.
Disqualification runs automatically — you do not trigger it manually. You do need to enable deletion of users from segments during refresh in the Admin application for those deletions to be sent.

Setting to delete users from segments during refresh in the Admin application

Troubleshooting

Use this table to diagnose the symptoms customers see after linking a PubMatic destination:

Symptom	What it means	Where to look	Fix
Linked segment does not appear in PubMatic Audience Segments after three business days	The delivery window has elapsed without the segment landing on the PubMatic seat	PubMatic console → Audience Segments	Confirm the Zeotap destination is enabled and the audience is linked; if both are correct, contact your Zeotap customer success representative with the segment ID
Only one entry appears for a segment that combined `map` and `mwebIDs`	One of the two split versions has not been delivered yet, or delivery of one version failed	PubMatic console → Audience Segments, and the Audience application in Zeotap CDP (two cards with two segment IDs are expected)	Wait for the three-business-day window to complete; if only one entry remains after that, contact your Zeotap customer success representative
A downstream buyer cannot see the delivered segment on PubMatic	Sharing permissions have not been configured on the delivered entry in PubMatic	PubMatic console → Audience Segments → segment sharing settings	Update sharing permissions on the delivered segment(s) so the buyer has access
Users continue to appear in a PubMatic segment after they no longer qualify	Refresh-time deletion is not enabled, or the refresh cycle has not yet run	Zeotap Admin application → deletion of users from segments during refresh	Enable the setting and wait for the next configured refresh cycle for the Connect segment
Account Id or Account type rejected during destination creation	The account identifier does not match a valid PubMatic account of the selected type	The destination configuration screen in the Zeotap CDP app	Re-request the correct Account Id and Account Type from your PubMatic point of contact and re-enter them

​What this is

​Prerequisites

​Supported identifiers

​Create the PubMatic destination

​Link an audience to the destination

​Verify the segment reached PubMatic

​How user disqualification works

​Troubleshooting

​Next steps

What this is

Prerequisites

Supported identifiers

Create the PubMatic destination

Link an audience to the destination

Verify the segment reached PubMatic

How user disqualification works

Troubleshooting

Next steps