Prepare Tealium CDP Import Integration with Adform

  • Updated

Through an Adform FLOW connection with Tealium CDP, you can import your customer data from the Tealium platform and use it for your Adform campaigns. You may consider importing customer data from Tealium for a variety of reasons:

  • To reduce media waste by excluding your customers from your prospecting campaigns.

  • To create better lookalike audiences based on existing customers and find more potential clients.

  • To retarget or reengage your customers when doing that through an email campaign isn't an option.

  • To learn more about your customers or confirm existing assumptions about them by using a wide range of demographic, interest, and intent data, as well as bid-stream information.

Set Up Tealium Import Integration

To set up the import integration between Adform and Tealium:

  1. Contact Adform DMP Support ( to receive DMP API credentials.

  2. Once you receive the credentials, set up an Adform Connector on the Tealium side.

    If needed, reach out to Tealium Support or your Tealium customer success manager for assistance.

Build Tealium Audiences

Before you can import audiences into Adform, you need to set them up on the Tealium side.

To build your audience, identify the goal for the audience targeting within Adform and add attributes in Tealium that fit with the goal. Refer to Tealium's Building an Audience article for the steps to add attribute conditions and build an audience.


Once you add attributes, the DMP pixel collects the audience in real-time and updates it when users are added or removed. This is a continuous process that keeps the audience up to date.

Import Tealium Audiences

Once you have your audience ready in Tealium, import it to Adform:

  1. Follow the connector flow instructions to add the Adform Segments Connector to the AudienceStream connector marketplace.

  2. Configure the Adform Segments Connector:

    • To start importing an audience to Adform, either select to create a new audience or select an existing audience in Adform DMP to be populated by Tealium data.

    • Add the required customer authentication details and parameters to pass the customer, as described in the Adform Segments connector article in Tealium.

  3. Once the connector has the required parameters set, save and publish your setup.


    With the Tealium connector set up, you can pass AudienceStream data to Adform.

    To ensure the best possible reach of your audiences in any environment, pass as many identifiers (third-party cookies, MAIDs, or first-party IDs) as possible. However, to target first-party IDs separately from third-party cookies and generate clearer reports, consider passing them into a separate audience segment from the other identifiers.

  4. Test your configuration before using it.

    To ensure that the configuration is working properly, use the Tealium Trace tool.


    A full setup including testing can take up to 2-3 weeks. Plan accordingly.

Add Tealium Audiences to Your Campaigns


Depending on your audience size, audience targeting goal, and the identifiers passed from Tealium, consider enabling ID Fusion for your campaigns targeting Tealium audiences. Learn about the benefits of ID Fusion.

To add a Tealium audience to your campaign:

  1. On Adform, in the left sidebar, click Campaigns.

  2. Click the existing programmatic line item to activate the audience for it, or click Create > Programmatic Line Item to build a new line item with the audience targeting.

  3. Go to the Targeting tab.

  4. Click Audiences.

  5. Click Add Audiences.

  6. In the side panel, click the My Audiences tab.

  7. Select the checkbox next to the audience you want to add.

    If you can't see the audience you need, refer to the troubleshooting section below.

  8. Click OK.

  9. In the line item setup window, choose to Include the audience.

  10. Click Save.

Troubleshoot Imported Audiences

If you can't find your audience in My Audiences list:

  • Check if the audience access Rights are set to include the advertiser of your campaign.


    There may be a delay of around 15 minutes for changes made in the DMP to be applied in the DSP or Ad Server. You might need to wait a bit for an audience to appear on the list.

  • Check if the filter is set correctly to show the audience you are looking for. For example, if you're looking for the audience with Advertising UIDs, make sure to remove the Browser UID filter, which is often set by default.

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