Adform integration

Adform is a digital advertising platform that delivers display ads, native ads, and video ads across websites and mobile apps. The Adform integration lets you use Bloomreach customer data for personalized ad campaigns. You can leverage behavioral insights, purchase history, and AI predictions to target customers.

The integration complements your email and SMS marketing by reaching customers with consistent messaging across all channels. You can reduce wasted ad spend by targeting high-value segments. The system automates audience updates based on real-time customer actions.

📘

Note

If you want to set up Adform integration, see the Adfrom integration setup guide.

Understand Adform identifiers

Adform integration requires identifiers to match Bloomreach customers with Adform advertising profiles. Bloomreach supports three identifier types for this purpose:

• Third-party identifiers: Cookie-based Adform UUID identifiers that Bloomreach configures and collects automatically.
• First-party identifiers: Custom identifiers you (customer) collect and manage using your own methods. You will provide the identifiers to Bloomreach.
• Mobile Advertising IDs (MAID): Device identifiers collected from mobile apps using industry-standard methods. You will provide the identifiers to Bloomreach.

Third-party identifiers (cookie-based)

Third-party identifiers use cookies to track customers across web sessions. Bloomreach configures and manages the collection process through a matching pixel deployed via Tag Manager.

How they work:

1. You deploy a matching pixel on your website using Bloomreach Tag Manager.
2. The pixel synchronizes cookie IDs between Bloomreach and Adform when customers visit your site.
3. Adform recognizes these customers and includes them in your targeted ad campaigns.

Use this method when:

• You run web-based advertising campaigns.
• You want Bloomreach to handle identifier collection automatically.
• Your customers interact primarily through web browsers.

First-party identifiers

First-party identifiers are custom identifiers you collect using your own methods. Bloomreach stores these identifiers but does not manage how you collect them.

How they work:

1. You collect identifiers using your preferred method (CRM system, loyalty program, authentication flow).
2. You send these identifiers to Bloomreach as customer attributes.
3. Bloomreach stores the identifiers and sends them to Adform when you add customers to audiences.
4. Adform matches these identifiers to advertising profiles.

Use this method when:

• You already collect and manage customer identifiers.
• You need precise control over identifier collection methods.
• You want to use existing customer identification systems.

Supported identifier types:

Adform accepts various first-party ID solutions, including:

• Publisher Common ID (PubCID): Domain- and publisher-specific IDs.
• SharedID: Collaborative identity solution.
• Universal ID solutions: ID5, NetID, Lotame Panorama ID, BritePool, and other consortium-based identifiers.
• Custom first-party IDs: Any custom identifier you generate and manage.

Ensure the identifier type you collect is compatible with Adform before storing it in Bloomreach as a customer attribute.

📘

Note

When you configure the Ad audience node in Bloomreach scenarios, you select the customer attribute containing your first-party ID. Bloomreach then passes this identifier to Adform for customer matching.

Mobile Advertising IDs (MAID)

Mobile Advertising IDs are device identifiers collected from mobile apps using industry-standard methods. Bloomreach stores these identifiers but does not manage collection.

How they work:

1. Your mobile app collects MAIDs using standard mobile SDK methods.
2. You send MAIDs to Bloomreach as customer attributes.
3. Bloomreach stores the MAIDs and sends them to Adform when you add customers to audiences.
4. Adform matches these MAIDs to mobile advertising profiles.

Use this method when you collect your IDs via mobile devices.

Choosing the right identifier type

Select your identifier type based on your technical infrastructure and campaign channels.

Key concepts

Matching pixels

A matching pixel synchronizes cookie IDs between Bloomreach Engagement and Adform, enabling customer identification across both platforms. You deploy this pixel via Bloomreach Engagement Tag Manager during setup.

📘

Note

Matching pixels apply only to third-party (cookie-based) identifiers. First-party and MAID identifiers do not require pixel deployment.

Audience Owner IDs

Adform DMP uses a two-part Owner ID format: xxx_yyy

• xxx = Your Adform DMP account ID
• yyy = The specific audience owner ID

When adding existing audiences in Bloomreach Engagement, enter only the second part (yyy). The system automatically combines it with your account ID.

Example: For Adform audience 12345_556677, enter only 556677 in Bloomreach Engagement (where 12345 is your configured DMP account ID).

How to use the integration

Once you set up the integration following the Adform integration setup, use Bloomreach Engagement scenarios to define which customers belong in which Adform audiences based on behavior, attributes, or business rules.

1. Open or create a scenarioin Bloomreach Engagement.

2. Add an Ad audience node to your scenario canvas.

3. Double-click the node to open it

4. Select Adform.

   

5. In the configuration window, choose Adform integration and select the audience.

6. Add the network identifier and select the Bloomreach attribute based on the instructions in the table below.

7. Select the consent category (required) and save the configuration.

For detailed scenario building guidance, see the Scenario Editor documentation.

Monitor audience population

Track audience size and integration performance to ensure your remarketing campaigns reach the intended customers.

Check audience metrics:

DMP accounts:

• Navigate to Audiences in Adform DMP.
• Locate your segment.
• Monitor the UIDs S2S column (shows UIDs sent from Bloomreach Engagement).

DSP accounts:

• Navigate to Audience Marketplace > Data Providers in Adform DSP.
• Locate your connector.
• Monitor the UIDs Total column in the Audiences section.

Understanding update delays:

Customer additions and removals experience a 30-minute processing delay:

• Scenario adds customer at 10:00 AM → Appears in Adform by 10:30 AM
• Allow this delay when planning time-sensitive campaigns

Typical audience growth patterns:

• First 24-48 hours: Gradual increase as identifier collection populates.
• After scenario activation: Audience size reflects your scenario logic and customer eligibility.
• Ongoing: Size fluctuates based on customer behavior and scenario conditions.

If audiences aren't populating as expected after 48 hours, verify:

• Matching pixel is deployed and firing (third-party identifiers only).
• First-party or MAID attributes exist in customer profiles with valid values.
• Scenarios are active, and customers are meeting trigger conditions.
• Customer matching configuration uses the correct identifier attributes.

Related documentation

Follow the steps in Adform integration setup to set up the integration.