Adform gathers data when the third party fires a pixel provided by Adform. Data segments and segment data values are all specified in the pixel URL.
In the Audience Settings you are provided with a Direct Pixel, which has the following structure: http://dmp.adform.net/dmp/profile/?pid=X, where X is your unique ID, provided by Adform. A new tab with the direct pixel is opened (see an example below).
The &sg=forr344 part indicates the segments that were added to the direct pixel. You can add as many segments to a direct pixel as necessary.
Data gathered using the Direct Pixel is updated and visible immediately, i.e. there is no delay.
All segment names and values are provided by the third party. Once you have created categories and segments, it is possible to pass unlimited number of segments using the Direct Pixel. To form a Direct Pixel, select the checkboxes next to the necessary segments and click Get Direct Pixel from the top menu.
The &sg=forr344&sg=foor part indicates the segments that were added to the direct pixel.
You can add as many segments to a direct pixel as necessary.