The transition from third-party cookies to other solutions has presented a wide range of benefits, including the ability to monetize Safari and Firefox users using Adform ID Fusion. This allows for more meaningful engagement, targeting, and frequency capping of these audiences, as well as for the future-proofing of your technology solutions against the eventual discontinuation of third-party cookies.
Adform supports first-party IDs passing back to advertisers in direct tags, similarly to programmatic advertising. This means that you can enjoy the benefits of first-party IDs — a longer ID life, higher quality data, better consent signals, improved relevance — in your deals with publishers.
You can use the passed first-party IDs for more accurate measurement. Additionally, if you're using both Adform DSP and Ad Server, you can:
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Improve frequency capping in your programmatic campaigns based on direct delivery data.
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Build audiences that you can retarget in your programmatic campaigns with the help of ID Fusion.
Adform supports the list of first-party ID providers shown below. In addition, Adform can recognize and extend support to other IDs if requested. To add support for new IDs, contact your Adform account manager and ask to add those IDs to Adform system.
The list of supported first-party ID providers:
|
Provider Name |
Source Name |
|---|---|
|
PPID (Custom Publisher first-party ID) |
firstpartyid |
|
33across |
33across.com |
|
Alma Media |
device.almamedia.fi |
|
Antwerpes Health ID |
antwerpes.com |
|
BigToken (BritePool ID) |
britepool.com |
|
Czech Ad ID |
czechadid.cz |
|
Dailymotion |
dailymotion.com www.dailymotion.com |
|
First ID |
first-id.fr |
|
Goldbach |
goldbach.com |
|
Gravito |
gravito.net |
|
ID5 |
id5-sync.com NoteID5 IDs are encrypted. To learn how to work with encrypted IDs, see Use Encrypted First-Party or Universal IDs. |
|
Intimatemerger (IM UID) |
intimatemerger.com |
|
JP Politikens Hus |
jppol.dk |
|
JustTag |
justtag.com |
|
Liveramp |
liveramp.com |
|
Lotame (Panorama ID) |
crwdcntrl.net |
|
Mail Metro Media |
metro.co.uk dailymail.co.uk |
|
Mobile.de |
mobile.de |
|
MTV Finland (MTV ID) |
mtvuutiset.fi |
|
NetID |
netid.de |
|
Newco ID |
thenewco.it |
|
Novatiq |
novatiq.com |
|
NWT Media |
nwt.se |
|
OneID |
oneid.live |
|
Piano ID |
cxense.com |
|
Prebid (PubCommonID) |
pubcid.org |
|
Prebid Shared ID |
sharedid.org |
|
Ringier |
ringier.ch |
|
Sanoma |
device.sanoma.com |
|
Schibstedt NO |
SCHNO-UserHash SCHNO-EnvHash |
|
Schibstedt SE |
SCHSE-UserHash SCHSE-EnvHash |
|
Seznam |
seznam.cz |
|
STEP Network (Step ID) |
stepnetwork.dk |
|
Utiq |
utiq.com NoteUtiq IDs are encrypted. To learn how to work with encrypted IDs, see Use Encrypted First-Party or Universal IDs. |
|
TV2 Denmark |
tv2.dk |
|
TV2 Norway |
tv2.no |
To pass a first-party ID when serving a direct tag, the publisher must manually add the eid (Extended ID) parameter in the tag's script. This parameter must be formatted as eid_{source}_{atype}={id} and include the following fields:
|
Field |
Description |
|---|---|
|
|
The first-party ID. There is no limitation on data type — it could be an integer or a string. |
|
|
ID source. A specific root domain name of the publisher that provides the first-party ID, for example, publisher.com. |
|
|
Audience type. An identifier of the user's device type. Most commonly, value 1 denotes Desktop, value 2 — Mobile. |
Adform supports the usage of multiple first-party IDs in the direct tag's script. To add multiple first-party IDs, separate the eid parameters with a semicolon (;): eid_{source}_{atype}={id};eid_{source}_{atype}={id}.
An example of two first-party IDs with their filled fields could look like this:
eid_oneid.live_1=ID*-K2eVTlxVzpZwBQvkZ0RWOfxdpdrXr-1fovmce0TXjDvJnK_esvxmNY35zPs2oKL7WnCFHQZY30L1Llx7nVlcu1v6s03nWBD7XaqemcfMjftk35LxQqqX7MDSiZzynnn7ZTlOkjm3O-t_Cw5673s_e2ggjSITrPL1vXbhAbNMcLtqnA3DLHhc5EDgsh0P6qE;eid_test.com_2=ATestId
Example of first-party IDs within a tag script:
<script src="https://track.adform.net/adfscript/?bn=45012304;eid_id5-sync.com_1=ID5*TTBE5cRV8TdY9pyPU7gDilqbwdep7Y9w69FPNzQVV2P6vnqvjhMJxzSDiJNZ0gHy-Pk4zWpBHmupTE5k327FZfkIOwsz6LRjjET6KaWshqH5DgMIvUM2TadPwA_HFOH1-SFAtYr7UtEUmFVRGv8MO_kyRBpXxk5QYW4YRcsPxVH5MwDXzjwwfMEyKzoSgvM8-T-Dkya3o_6cJESy09j-hvlL1GeQmQb5TPMSidmv7cE;eid_utiq.com_1=123456789"></script>
Example of first-party IDs within an impression tracking pixel script:
<img src="https://track.adform.net/adfserve/?bn=20211076;1x1inv=1;srctype=3;eid_id5-sync.com_1=ID5*TTBE5cRV8TdY9pyPU7gDilqbwdep7Y9w69FPNzQVV2P6vnqvjhMJxzSDiJNZ0gHy-Pk4zWpBHmupTE5k327FZfkIOwsz6LRjjET6KaWshqH5DgMIvUM2TadPwA_HFOH1-SFAtYr7UtEUmFVRGv8MO_kyRBpXxk5QYW4YRcsPxVH5MwDXzjwwfMEyKzoSgvM8-T-Dkya3o_6cJESy09j-hvlL1GeQmQb5TPMSidmv7cE;gdpr=${gdpr};gdpr_consent=${gdpr_consent_50};ord=[timestamp]" border="0" width="1" height="1"/>