Every month, we would like to share with you a brief overview of the new changes, enhancements, and product launches from the last month. See what’s new in Advertiser EdgeAudience Base, and Publisher Edge, and take a peek at what’s coming up in the next weeks.

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

Advertiser Edge

Dynamic CPM with Optimization Towards Price

(June 13, 2019)

Fast-changing buying dynamics have increased the need for new buying methods that take the guesswork out of placing your bids. For this reason, we have introduced the Dynamic CPM buying algorithm which optimizes towards the price. With the help of AI-driven algorithms powered by Adforms’s own Odin, line item’s CPM bid price will be automatically optimized to achieve the lowest price while buying as many impressions as possible. To make sure you don’t exceed the budget, you can enter Max CPM bid price.

Optimize campaigns with Dynamic CPM.

Environment Type Dimension in the Custom Reports

(June 14, 2019)

To help you gain more insights into the user engagement across various device environments, the Custom Reports builder has been extended with a new dimension called “Environment Type”. The report breaks down campaign traffic by the device environment type such as Desktop, Mobile, Mobile Web, and Mobile In-App, and provides you with new material for campaign analysis and optimization.

Read more about Custom Reports.

Audience Base

Advanced Settings: Lookalike Audience Filtering

(June 4, 2019)

Adform has made an update to its Look-a-Like Algorithm that will give you more control over how the algorithm works. As a client, you now have the option to tailor the specifics of your audience extension to match your exact campaign specifications and goals. The new improvement allows you to find and target similar audiences by specifying the desired criteria. Once the Lookalike Extension is enabled, you have an option to select what traits the lookalike audience must have, define the period, and limit the number of UIDs. 

Read more about Lookalike Input Filtering and Lookalike Algorithm.

Updates to Come

Public BETA of Tag Management Page

Adform is adding the finishing touches on a brand-new Tag Management page - a powerful and handy tool designed to help you easily create thousands of tags, quickly add and update tracking pixels (including video), place JavaScript URLs and click-through URLs into tags in just a few clicks. Tag Overview page will show a list of tags from all orders you have under a particular campaign so you don’t need to switch between orders anymore. Creating, setting up, searching, filtering, and exporting will be done faster than ever before.

DMP Rate Card for Cookie Sources

When setting up line item strategies in Adform DSP, you will be able to choose which cookie sources (Original, Lookalike, Cross-Device, or a combination) you would like to target in order to extend the reach of your campaign. If you choose to target Lookalike/Cross-Device cookie IDs, additional Lookalike/Cross-Device CPM fee will be charged on each impression that was captured with Lookalike/Cross-Device cookie ID. Lookalike and Cross-Device costs will also be introduced in Custom Reports as new reporting metrics.

Destinations: Selection of UID Types

To give you more transparency and control of the data you send to external platforms, Adform will introduce the possibility to select UID Types (Browser and/or Advertising UIDs) in the Destinations Rules section. You will be able to choose and see the types of UIDs exported to each destination, as well as update the rule if you want to change it.

Site Tracking Integrations: Adsquare Footfall Measurement

You will soon have the opportunity to measure the effectiveness of your campaign by using footfall metric which shows the number of users who visit a store or other physical location after being exposed to the ad campaign. Thanks to the real-time delivery of this ad engagement KPI, you will be able to improve your drive-to-store campaign efficiency, optimize spend, and validate your media investment.

Data Events Metrics on DMP Dashboard and in Import Reports

To help you stay in control of data event limits, DMP Dashboard will display daily and monthly Data Events information. These metrics reflect collection, update, deletion, and addition of UIDs through tracking point, banner impression, banner click, and other UID data sources. Those who signed contracts based on Data Events will also be able to track Data Events Limit and Limit Forecast information. Data Events metrics will be available in the Import Reports too. 

Further Improvements in the Audience Marketplace 

To make your workflows smoother and your work more efficient, the Audience Marketplace will be enhanced with further updates allowing you to easily find and identify all important data at a glance: custom taxonomy will be moved next to unified taxonomy, a new location filter in the audiences list will help to easily find relevant audiences from a selected country, and a filter on the Data Providers page will display only relevant data providers.


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.