Audience Tag API — Migration Guide

Solveiga
Solveiga
  • Updated

API Name (Version)

Deprecation Date

Sunset Date

DMP Audience Tag

August 25, 2025

November 28, 2025

With the updated DMP Audience Tag API endpoint, you can retrieve audiences (segments) that the user belongs to by using not only third-party cookies, but also first-party identifiers, such as first-party cookies or unified IDs. First-party identifiers can help you deliver personalized website experiences and improve audience segmentation based on accurate, real-time user data from your Adform DMP account. This can lead to higher engagement and more conversions.

Note

Although certain privacy parameters are technically optional for API requests, clients remain responsible for ensuring that audience data is collected and processed only where permitted under applicable privacy laws. Where required, appropriate privacy signals, including consent information, should accompany the relevant processing activities.

If you have been using the legacy DMP Audience Tag endpoint, follow this guide to migrate to the new endpoint before the sunset date (November 28th, 2025). If you need further support, contact your Adform representative.

Understand Affected API Endpoints

DMP Audience Tag API

Endpoint to Deprecate

New Endpoint

https://dmp.adform.net/audiencetag/cookiesegments

https://dmp.adform.net/audiencetag/profilesegments

Use the new endpoint to retrieve the DMP audience IDs that your page visitor belongs to by providing their third-party and first-party identifiers.

Note

Your audiences must contain the provided IDs.

New Features Introduced With Updated Audience Tag API

  • Users can retrieve DMP segment IDs with first-party IDs (first-party cookie or universal ID).

  • Token expiry policy was updated to improve security.

Breaking Changes

See the new request samples and field parameters that change when you migrate from /audiencetag/cookiesegments to /audiencetag/profilesegments endpoint.

POST Request Body Examples and Parameters

The new /audiencetag/profilesegments endpoint now includes POST method (which wasn't supported by the previous endpoint).

New Endpoint POST Request URL Examples

POST request URL examples for the new /audiencetag/profilesegments endpoint:

  • dmp.adform.net/audiencetag/profilesegments?gdpr=1&gdpr_consent=${GDPR_CONSENT_50}

  • dmp.adform.net/audiencetag/profilesegments

New Endpoint POST Request Body Example
{
    "token": "jwt_token",
    "eids": [
        {
            "source": "source1.com",
            "uids": [
                {
                    "id": "placeholderID",
                    "atype": 1
                }
            ]
        },
        {
            "source": "source2.co.uk",
            "uids": [
                {
                    "id": "placeholderID2",
                    "atype": 1
                }
            ]
        }
    ]
}
New Endpoint POST Response Body Example
{
    "source1.com": [
        {
            "DataProviderId": 12500,
            "RefId": "adx-3p-qa-test",
            "SegmentId": 2137009
        }
    ],
    "source2.co.uk": [
        {
            "DataProviderId": 12501,
            "RefId": "adx-1p-4-qa-test",
            "SegmentId": 2137010
        }
    ]
}
New Endpoint POST Parameters

Name

Required or Optional

Description

Example Value

Type

token

Required

Authentication token

eyJ0eXAiOiJKV1QiLCJhbGciOiJIUzI1N iJ9.eyJBZGZvcm0uRE1QLkNsYWltczo6R GF0YVByb3ZpIFPycyI6IlsxMDYxN10iLC Jpc3MiO iJkbXAtYXBpLmFkZm9ybS5fb20iLCJhdW QiOiJkbXBfdXNlcnMiLCJleHAiOjE4MjQ 5Nzg4MjFsIm5iZiI6MTUwOTYxODgyMX0. BbZ4wpHVxRL03gZyBc2aRvyDifYP4IC4_ N9CUft9YQw

String

eids

Optional

Extended IDs list

See POST Request Body Example

Object Array

source

Optional (Required with eids)

Extended IDs source domain

source2.co.uk

String

uids

Optional (Required with eids)

Single user identifier among extended identifiers

See POST Request Body Example

Object Array

id

Optional (Required with uids)

User identifier

placeholderID2

String

atype

Optional (Required with uids)

Type of user agent the ID is from

1

Integer

gdpr

Optional

GDPR applicability parameter

1

Integer

gdpr_ consent

Optional

GDPR consent string

{GDPR_consent_string_value}

String

gpp

Optional

Global Privacy Platform (GPP) string

{GPP_string_value}

String

gpp_sid

Optional

Global Privacy Platform (GPP) section ID

1, 7

String

GET Request Body Examples and Parameters

Use the GET method with the new /audiencetag/profilesegments endpoint to retrieve audiences by ID.

Deprecated Endpoint GET Examples

GET Request

 
dmp.adform.net/audiencetag/cookiesegments?token={token}

GET Body

 
[{"DataProviderID":351765,"RefID":"provider-segments__.providersegments","SegmentID":1266999},{"DataProviderID":351765,"RefID":"providersettings__.provider-settings","SegmentID":1267018]
New Endpoint GET Request Examples
dmp.adform.net/audiencetag/profilesegments?token={token}
dmp.adform.net/audiencetag/profilesegments?token={token}&gdpr=${GDPR}&gdpr_consent
=${GDPR_CONSENT_50}
dmp.adform.net/audiencetag/profilesegments?token={token}&gpp=${GPP_STRING_123}&gpp
_sid=${GPP_SID}
dmp.adform.net/audiencetag/profilesegments?token={token}&eid_{source}_{atype}={id}
&eid_{source}_{atype}={id}
New Endpoint GET Response Body Example
{
    "adform.net": [
        {
            "DataProviderId": 12500,
            "RefId": "adx-3p-qa-test",
            "SegmentId": 2137009
        }
    ],
    "czechadid.cz": [
        {
            "DataProviderId": 12501,
            "RefId": "adx-1p-4-qa-test",
            "SegmentId": 2137010
        },
        {
            "DataProviderId": 12502,
            "RefId": "adx-1p-2-qa-test",
            "SegmentId": 2137011
        }
    ]
}
New Endpoint GET Parameters

Name

Required or Optional

Description

Example Value

Type

token

Required

Authentication token

eyJ0eXAiOiJKV1QiLCJhbGciOiJIUzI1Ni J9.eyJBZGZvcm0uRE1QLkNsYWltczo6RGF 0YVByb3ZpIFPycyI6IlsxMDYxN10iLCJpc 3MiO iJkbXAtYXBpLmFkZm9ybS5fb20iLCJhdWQ iOiJkbXBfdXNlcnMiLCJleHAiOjE4MjQ5N zg4MjFsIm5iZiI6MTUwOTYxODgyMX0.BbZ 4wpHVxRL03gZyBc2aRvyDifYP4IC4_N9CU ft9YQw

String

eid_{source} _{atype}

Optional

Extended ID (see more details about the format)

placeholderID

String

gdpr

Optional

GDPR applicability parameter

1

Integer

gdpr_consent

Optional

GDPR consent string

{GDPR_consent_string_value}

String

gpp

Optional

Global Privacy Platform (GPP) string

{GPP_string_value}

String

gpp sid

Optional

Global Privacy Platform (GPP) section ID

1, 7

String

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