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  • How do I enable Adserving & Tracking data segment builder in my agency?

    In order to use Ad Serving and Tracking segment builder, Master data service must be enabled for the agency or client. The service delivers the same set of fields that is used by Adform to calculate all the statistics for a client. For more details about ordering the Master Data service contact sales@adform.com.

  • Will my data be shared/pooled/sold with other Adform customers?

    Client Data remains the property of Client or its Customer and is not shared with other Adform Clients.

  • When is S2S integration necessary, when is pixel usage sufficient?

    Firing the profiling pixels is sufficient approach to create live and rich audiences. Profiling pixel can hold multiple segment IDs and users can be assigned for as many segments as needed. It doesn't require specific integration and it is easy to implement. Despite that, profiling pixels slow down web page load and may affect user experience. Server-to-Server integration might be as option to avoid web page load latency, but data is only imported once per day/hour/etc. 

  • Can I upload and manage PII data?

    Only non-PII information for probabilistic cookie matching is used. All Profiles are based on Cookies and Device IDs, if applicable. All user-relevant data is one-way encrypted before stored on Adform system.

    There is verification procedure in place when new attributes needs to be added to the stream from CRM data store. They must be reviewed and verified by Adform representative and only then will be added to the configuration. Similar procedure is in place when variables that might contain custom information from the site need to be enabled for segmentation.

  • What is the difference between profiles, hits, unique profiles and unique hits ?

    Total Profiles refers to the total amount of users available in segments and it is counted by formula :{Unique cookies} x {segments}. Unique Profiles counts only unique user cookies available in the DMP account i.e. if the same user belongs to both segments : "Gender Male" and "Interest Victoria Secret", then it is equal to 1 Unique Profile.

    Total Hits is the total amount of imported cookies or triggered profiling pixels while Unique Hits refers to the amount of only unique cookies.

  • Is there ability to opt-out from targeting by user?

    Yes. Adform supports opt-out and opt-in functionility. More about opt-out here: http://site.adform.com/privacy-policy/en/

  • Why has audience extension added users from other countries?

    Audience extension might add users from other countries if their profiles include records from different geographical locations. If user changes his location, reporting tools is taking into account the last visit and it's location while user profile stores historical data on which audience extension model is based. For example, user was detected in Germany, after 7 days in France. Audience extension will build the model based on the first location and extend it with users from Germany. After 7 days, model will be updated and might include users from France.

  • How you eliminate bot traffic on the websites?

    For elimination of bot traffic proprietary Fraud detection and prevention product “Bearskin” is used. More about it here: http://blog.adform.com/press-releases/adform-introduces-bearskin-an-advanced-proactive-fraud-detection-solution/

  • Why isn‘t audience extending after audience extension is enabled?

    Audience might be not extended due to the reasons :

    • Segment stores too many unique profiles and there is no common behavior pattern.
    • Segment contains less than 3000 or more than 1 000 000 UUIDs .
    • Segment contains not active UUIDs (not active UUID - user was detected more than 4 days ago)
    • Threshold value is too high for the selected audience.
  • Do you offer any tracking possibilities?

    Yes, Adform full-stack solution incorporates advanced site-tracking solution, which provides multiple possiblities for tracking on different advertising channels.

  • Why estimated reach in RTB campaign shows way less audience than actual segment audience?

    Estimated reach in RTB campaign is calculated by using different algorithms and taking into account other parameters. Due to that reason estimation in RTB may differ from the amount of cookies in the segment(s).

  • How can I create a segment that would only contain extended users (without original)?

    In the Smart Segment builder add the extended segment and select source "Audience Extension". 
    Result : Only Extended UUIDs.

  • In the Segments tab you are able to import and/or export Cookies. In order to import cookies, click the Import Cookies icon:

    Faq 1

    Download an example template for Cookie Import  HERE. Information should be arranged in this way:

    {Adform UUID}{tab_separator}{SegmentOwnerID1},{SegmentOwnerID2},{SegmentOwnerIDN}

  • How can I create a price deal?

     Deals can only be created by Adform Support team. The deal can be specified per country(-ies), agency(-ies) or advertiser(-s) for a period of time. The deal can be applied on all segments or selected segment set.


  • Audience extension. Once Audience Extension is enabled, it will take time until newly selected segment will be processed and profile model created, however that will be done within 24 hours. Profile model is recalculated and updated each day

    Smart Segments. Generation of Smart segments usually takes around 30 min. Generation time may increase due to data warehouse delays. 

    Cookies import. It may take 30 - 60 min until complete file ulpload.

  • How recency + frequency in smart segments influences TTL + frequency of original segments ?

    Smart Segment Builder applies Recency and Frequency rules on top of the original segment settings, accordingly values should be as follow : 

    • Recency (Smart segment) value must be less or equal to TTL (original segment). 
      Example : Original segment has TTL = 21 days. It means that UUIDs will be active only for 21 days. So, Recency in the Smart Segment builder must be less or equal than 21 days, otherwise it exceeds UUIDs lifetime and no UUIDs will be added.  

    • Frequency (Smart segment) value must be greater or equal to TTL (original segment). 
      Example : Original segment has Frequency = 3. It means that UUIDs will be added into the segment only if specific UUID will be detected at least 3 times. So, Frequency in the Smart Segment builder must be greater or equal than 3 times, otherwise no UUIDs will be found in the original segment. 
  • How should I implement the profiling pixel to collect data ?

    Profiling pixel is 1x1 pixel, which has the following structure: http://dmp.adform.net/dmp/profile/?pid=X, where X is your unique ID, provided by Adform. It can be implemented in the website, on call-to-action buttons, ads, tags, etc.

  • If we build a smart segment using segments which the buyer does not have access to (but they do have access to the smart segment) – will they see anything?

    For example, let’s say we use a few different segments which we do not wish to release on their own but we are happy to if blended into a smart segment.

    In the UI smart segments will be controlled as any other segments - so if you only open rights for a smart segment that consists of 10 segments, users in DSP will only see the one smart segment. 

  • How to configure IP range segmentation?

    Segmentation (data mapping) file(s) should be put to Amazon S3 dedicated folder (access credentials must be provided by Adform first): 


    Example: custom-data/mydatasolutions/ipsegmentation/mymappingfile01.csv


    Segmentation file should contain either IP or IP-range mappings. IP ranges can be combined with single IPs by specifying one IP as a range.

    Format of IP row should be:


    • IP can be either or number 23456
    • IP duplicates are allowed. Segments will be merged in this case

    Format of IP-range row should be:


    • IP can be either or number 23456
    • Ranges may intersect


    Example of segmentation file for IP-range segmentation: abc0,wer0,13,num000 abc1,wer0,13,num001


    Example of segmentation file for IP segmentation: abc1,wer0,13,num001 abc2,wer0,13,num002


    For more information, please contact Adform DMP Support.


  • How to configure Adobe Data import into Adform DMP?

    There is an already existing server-to-server integration between Adobe and Adform DMP. Adform DMP clients are able to push data from Adobe into their own DMP account. 

    Required steps:

    1. Client (data owner) must contact Adobe and inform about required integration
    2. Adform provides Adobe with internal Adform client ID
    3. Client must receive segmentation taxonomy list from Adobe and import/re-createit in the Adform DMP account
    4. Adobe data is pushed to a dedicated data storage with Adform

    For more information, please contact Adform DMP Support.


  • How to configure data export to Google DBM?

    To configure data export from Adform DMP to Google DBM, follow the steps below: 

    General steps:

    1. Client must approach account manager on Adform side and define to what parties data needs to be exported. Pricing and contractual agreements must be settled.
    2. Client must approach account manager on 3rd party side and request to enable data delivery from Adform DMP (see "Technical steps" below). Please note that some of the consumers can apply fee for integration usage.
    3. Once both parties confirm everything is ready from their side, selected segments can be exported to destination point.

    Technical steps:

    1. Whitelist Adform account in AdWords (it is used for data delivery, Client ID: 823-340-6557).
    2. Provide Adform own DBM Advertiser ID (it is used to connect to destination partner).
    3. Provide Adform DMP Account ID and a list of segments that needs to be exported.

    For more information, please contact Adform DMP Support.