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Adform

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Adform

Adform is an omnichannel demand-side platform enabling advertisers to buy digital advertising across display, video, mobile, connected TV, and audio, with strong presence in Europe.

Setup

Troubleshooting

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Overview

Adform is an omnichannel demand-side platform (DSP) enabling advertisers to buy digital advertising across display, video, mobile, connected TV, and audio. Popular in Europe, Adform offers strong identity support with ID Fusion technology for cross-device targeting and measurement. This integration uses server-side identity-based activation, where Permutive uploads audience data enriched with cohort memberships to Adform, keyed by identity types. Cohort data syncs daily to Adform’s DMP, making your first-party audiences available for targeting in programmatic campaigns. This integration is a Destination only:
  • Destination: Permutive sends cohort memberships server-to-server to Adform DMP via daily batch uploads, creating audiences based on identity matching (Adform Cookie, AAID, IDFA, or IP Address).
Use cases include:
  • Audience extension: Make Permutive cohorts available to advertisers and agencies outside your owned inventory, enabling monetization of first-party data across the open web
  • Programmatic deals: Offer enriched audiences to selected advertisers via private marketplace deals in Adform, increasing eCPMs
  • Cross-device activation: Reach audiences across display, video, mobile, and CTV using identity-based activation
  • Partner/agency collaboration: Share first-party cohorts with agency or advertiser DSP seats for campaign targeting
  • First-party data monetization: Leverage first-party behavioral data in programmatic campaigns without relying on third-party cookies

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Environment Compatibility

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Supported Identity Tags

Permutive uploads cohort memberships to Adform keyed by the identity tags below. When configuring the integration, select the tags that match the environments you need to activate — Permutive must be collecting each tag you choose.
Identity Based Activation requires that Permutive is collecting the identity tags you select. Work with your Permutive Customer Success Manager to ensure identity collection is configured properly for your desired tags.

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Prerequisites

  • Adform Account: Active Adform DSP or DMP account with appropriate permissions for audience management.
  • Adform DMP Account ID: Your unique Adform DMP Account ID. This identifier links Permutive’s cohort uploads to your Adform account.
  • Permutive Identity Collection: Identity collection must be configured in Permutive for the identity types you want to send (Adform Cookie, AAID, IDFA, or IP Address). Work with your Permutive Customer Success Manager to ensure identity collection is properly configured.

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Setup

1

Contact Permutive CSM to enable integration

Contact your Permutive Customer Success Manager to request the Adform (ID-based) integration. Permutive will coordinate with Adform to provision the necessary access and credentials for cohort uploads.
2

Navigate to Settings → Integrations

Once enabled by Permutive, navigate to Settings → Integrations in the Permutive Dashboard.
3

Find and configure Adform (ID-based)

Find “Adform (ID-based)” in the list of available integrations and click to configure it.
4

Enter Adform DMP Account ID

Provide your Adform DMP Account ID in the configuration form. This identifier ensures cohort data is uploaded to the correct Adform account.
If you don’t have your Adform DMP Account ID, contact your Adform account team to obtain it.
5

Select identity types to send

Choose which identifier types you want to send to Adform. Available options include:
  • Adform Cookie - For web users (identifier tag: adform)
  • AAID - Android Advertising ID (for Android app users)
  • IDFA - Identifier for Advertisers (for iOS app users)
  • IP Address - IP addresses (for CTV and other environments)
Select the identity types that match your use case and the environments where you need activation.
Identity Based Activation requires that Permutive is collecting the identity types you select. Work with your Permutive Customer Success Manager to ensure identity collection is configured properly for your desired identity types.
6

Save configuration

Save your configuration. Permutive will begin syncing cohort data to Adform on a daily basis for users with the selected identity types.
Cohort data syncs to Adform daily. Changes to cohort membership will be reflected in Adform within 24 hours of the next scheduled sync.
7

Activate cohorts

Navigate to your cohorts in the Permutive Dashboard and enable the “Adform (ID-based)” activation toggle for each cohort you want to sync to Adform.
8

Verify in Adform dashboard

After the first sync completes (within 24 hours), check your Adform dashboard to verify that audiences appear with names matching your activated cohorts.

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Data Types

The Adform integration is a Destination-only integration for cohort activation. It does not collect event data from Adform.
When you activate a cohort to Adform using Identity Based Activation, Permutive uploads cohort membership data to Adform DMP on a daily basis, keyed by the selected identity types.Data Format:
  • Cohort data is synced daily from Permutive to Adform via server-to-server batch uploads
  • Data is keyed by selected identity types (Adform Cookie, AAID, IDFA, or IP Address)
  • Each user’s cohort memberships are associated with their identity values
  • Cohorts appear as audiences in Adform’s audience interface, ready for targeting
  • Audience data is updated daily with the latest cohort membership information
Cohort Naming:
  • Audiences in Adform will use the cohort names defined in Permutive
  • Ensure cohort names are descriptive and recognizable for campaign targeting in Adform
Data Refresh:
  • Daily sync schedule ensures cohort membership is updated within 24 hours
  • Changes to cohort membership (users entering or exiting cohorts) will be reflected in the next scheduled sync

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Troubleshooting

Possible causes:
  • The integration was recently enabled and data hasn’t synced yet
  • Adform DMP Account ID is incorrect in the Permutive Dashboard
  • Cohorts are not activated with the “Adform (ID-based)” toggle enabled
  • Identity collection is not properly configured for the selected identity types
Solution:
  1. Verify your Adform DMP Account ID in the Permutive Dashboard matches your Adform account
  2. Check that cohorts are toggled “On” for Adform (ID-based) activation in the cohort settings
  3. Wait 24-48 hours after initial activation for the first sync to complete
  4. Confirm that Permutive is collecting the selected identity types (Adform Cookie, AAID, IDFA, or IP Address)
  5. Check that cohorts have sufficient active members in Permutive
  6. Contact your Permutive Customer Success Manager if audiences still do not appear
Cause: Audience sizes in Adform may be smaller than expected due to identity matching limitations.Steps to diagnose and improve:
  1. Verify that Permutive is collecting the identity types you selected (e.g., Adform Cookie for web)
  2. For web activation, confirm the Permutive Web SDK is properly deployed and the ID sync is functioning
  3. Check that users are granting appropriate consent for identity collection (if applicable)
  4. Review cohort rules to ensure they’re not too restrictive
  5. Allow 24-48 hours after initial activation for audiences to fully populate
  6. Monitor identity collection rates in the Permutive Dashboard
Expected match rates: Match rates vary based on the identity type, user consent rates, browser mix, and device type. Web activation via Adform Cookie typically achieves higher match rates in browsers that support third-party cookies.
Cause: The Adform Cookie ID sync may not be functioning properly for web users.Solution:
  1. Verify the Permutive Web SDK is deployed on your website
  2. Check that the Adform integration is enabled in the Permutive Dashboard
  3. Confirm adform is selected as an identifier type in the integration configuration
  4. Open your browser’s developer tools and check the Network tab for requests to Adform’s ID sync endpoint
  5. Verify user consent is granted for identity collection (if using a Consent Management Platform)
  6. Check that third-party cookies are not blocked in the browser (some browsers block third-party cookies by default)
If the ID sync is still not working after these checks, contact Permutive Support with your workspace ID and browser details.
Cause: Cohort membership changes may not be reflected in Adform audiences immediately.Solution:
  1. Remember that cohort data syncs to Adform daily - allow up to 24 hours for changes to appear
  2. Verify the cohort is still activated with the “Adform (ID-based)” toggle enabled
  3. Check that users are still entering the cohort in Permutive (view cohort size trends)
  4. Confirm the integration is still enabled and properly configured in Settings → Integrations
  5. Contact Permutive Support if data consistently fails to update after 48 hours
Cause: The identity types you want to use are not available for selection in the integration configuration.Solution:
  1. Contact your Permutive Customer Success Manager to enable identity collection for the desired identity types
  2. Verify your Permutive workspace is configured to collect the specific identifiers (e.g., IDFA, AAID, IP Address)
  3. For web activation via Adform Cookie, ensure the Web SDK is deployed and the ID sync is enabled
  4. For mobile activation, ensure the Permutive SDK is collecting mobile advertising IDs with appropriate user permissions

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Changelog

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January 2026

  • Initial release of Adform DSP integration
  • Identity Based Activation support for Web, iOS, Android, and CTV environments
  • Server-to-server cohort upload keyed by Adform Cookie, AAID, IDFA, or IP Address
For detailed changelog information, visit our Changelog.