Every month, we share with you a brief overview of the new changes, enhancements, and product launches from the previous month. You can see what’s new in Advertiser EdgeAudience Base, and Publisher Edge, as well as getting a peek at what’s coming up in the next few weeks.

If you’d like any more detailed information about these new releases or product updates, please contact your local account manager or visit our Help Center.

Advertiser Edge

Impressions Metric Renamed to Tracked Ads

(October 31, 2019)

To foster further transparency in reported metrics and comply with the Media Rating Council (MRC) Impression Measurement requirements to segregate Tracked Ads from Rendered impressions, the Impressions metric has been renamed to Tracked Ads. Changes have been made in Quick Stats, Analytics, and Custom Reports. The Tracked Ads metric shows the number of tracked ads (formerly known as impressions) and includes both rendered and served-but-not-rendered ads.

Integration with Prisma

(October 11, 2019)

To help you achieve your business goals easier, Adform has established a new integration with Prisma, a campaign management platform provided by Mediaocean. By integrating this 3rd party media-planning and buying tool with Adform, you are able to combine the advantages of both products. In particular, you can set up campaigns in the Prisma system while having the media served by the Adform ad server.

Learn how to get started.


Save and Apply URL Append Rules in Campaign Edit UI

(October 10, 2019)

You can now add and apply URL append rules to all Direct tags directly in the Campaign Edit UI. The rules will be applied when you click a new 'Save and Apply Rules' button instead of being applied once the campaign is saved. 

Read more in URL Append Rules.

IAB Open Measurement SDK Support

(October 6, 2019)

To offer you more transparency in campaign management and reporting tools, Adform has adopted the IAB Open Measurement SDK (OM SDK) which offers a standardized ad viewability measurement approach for vendors and systems. The release comes with a few limitations: the Adform SDK is not compatible with the IAB Open Measurement SDK and ad verification for video ads is not supported in the current adaptation. Following the release, you might experience a change in the number of viewable impressions.

A New Tag Name Macro

(October 4, 2019)

The introduction of a new macro ADFTAGNAME allows you to automatically populate Adform Tag name into 3rd party trackers instead of manually changing the value. The macro can be used as both %%ADFTAGNAME%% (decoded special symbols) or _ADFTAGNAME_ (encoded special symbols).

For details, go to Tracking Pixel Macros.

Updates to Come

Out-Stream Video Support in Header Bidding

To ensure access to video supply and to boost ad viewability, Adform will start supporting out-stream video ad formats in Header Bidding. Unlike in-stream video ads, which require you to have your own video inventory, out-stream video ads can be shown on any web page, even pages that only have text content. 

Application Session Improvements

In compliance with Adform User Account Security Policy and to ensure smooth switching between profiles, Adform is working on aligning identity and application sessions so that various unwanted behaviors can be removed. It means that after closing and reopening the browser window you will be able to keep working within the same business account and then switch to another profile without encountering error messages.


If you are unsure of how to use or access any of these features, please do not hesitate to contact your local campaign manager who will guide you through and answer any questions you may have.