What Is Adform?

Adform is an advertising technology company that provides an integrated demand-side platform for programmatic media buying, ad serving, and campaign measurement. Its platform enables advertisers and agencies to plan, execute, and optimize digital advertising across channels. The Adform sync captures Adform's cookie identifier so it can be attached to downstream events, allowing conversions and user activity to be attributed back to Adform campaigns.

Product Type: Advertising

Integration Type: Starter kit & Id Sync

Capabilities

• Captures adfcookieid from URL parameters and stores it in first-party storage.
• Links user activity to Adform campaigns for conversion attribution.
• Adds the resolved identifier to server-side event payloads for attribution and targeting.

Sync Details

• IDs:

  • adfcookieid – Adform's cookie-based identifier, captured from a URL parameter and used to attribute conversions and activity back to Adform campaigns.

• Description:

  • The sync captures adfcookieid from URL parameters.
  • Each value is stored in first-party storage, retained for the duration set by the Cookie Lifetime setting in the UI (defaults to 60 days).
  • URL parameters refresh on every page load when present; the stored value is updated and its duration reset to the full lifetime whenever the parameter is detected again.
  • The identifier is added to server-side event payloads via the context.providers.adform object for attribution or targeting.

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload:

  JSON

  {
    "adform": {
      "adfcookieid": "string"
    }
  }

• Cookie Name:

  • Cookie: _meta_adform_adfcookieid
  • IndexedDB: [your storage prefix]_adform_adfcookieid
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

Add an Adform Sync in MetaRouter

To gather the adfcookieid, you must add an Adform sync.

1. From the Pipelines page, find the pipeline associated with the web property you'd like to add a sync to. Hover over the three dot dropdown and select "Build AJS File."

2. In the Identity Syncs section, select the Adform sync.

3. Fill out the following fields:

   Cookie Lifetime (in days) (Optional) – How long a synced identifier remains in first-party storage. When expired or no longer detected, the sync will re-trigger. Example: 60 (defaults to 60 days).

4. Scroll down and click the Save and Build File button.

5. Deploy your AJS file to propagate changes to your web property.