Understanding ID synchronization and match rates

An overview of ID synchronization processes and match rates in the Experience Cloud Identity Service, including Adobe Media Optimizer and the ID service.

ID synchronization and match rates

ID synchronization matches IDs assigned by the ID service to IDs assigned to site visitors by our customers. For example, say the ID service has assigned a visitor ID 1234. Another platform knows this visitor by ID 4321. The ID service maps these IDs together during the synchronization process. The results add new data points to what our customers know about their site visitors. And, if the ID service can’t match an ID, it creates a new one and uses that ID for future synchronization.

Match rates measure and validate the effectiveness of the ID synchronization process. High match rates suggest that a particular service will be more effective and provide access to a larger online audience than a service with low match rates. Comparing match rates is a quantifiable way to evaluate different integrated ad tech platforms.

Ensuring high match rates

A proper implementation helps ensure high match rates because lets the ID service set the cookies it requires to function and synchronize IDs with enabled data partners. However, factors such as slow Internet connections, data collection from mobile devices or wireless networks can affect how well the ID service collects, synchronizes, and matches IDs. These client-side variables are beyond the control of the ID service or Adobe.

ID synchronization process described

The ID service synchronizes IDs in real-time. This process works in the browser instead of through a server-to-server data transfer. The following table describes the steps in the ID synchronization process.

Step 1: Load page

When a visitor comes to your site and loads a page, the Visitor.getInstance function makes a CORS or JSON-P call to the ID service. The ID service responds with a cookie that includes the visitor’s Experience Cloud ID (MID). The MID is a unique ID assigned to each site visitor. See also, Cookies and the Experience Cloud Identity Service.

Step 2: Load iFrame

While the page body is loading, the ID service loads an iFrame called the Destination Publishing iFrame. The Destination Publishing iFrame loads in a domain separate from the parent page. This design helps ensure page performance and improves security because the iFrame:

See also, How the Experience Cloud Identity Service Requests and Sets IDs….

Step 3: Fire ID syncs

The ID sync is a URL that is fired in the Destination Publishing iFrame. As shown in this generic example, an ID sync URL contains a partner’s ID synchronization endpoint and a redirect URL, which is a redirect back to Adobe that includes their ID.

http://abc.com?partner_id=abc&sync_id=123&redir=http://dpm.demdex.net/ibs:dpid=<ADOBE_PARTNER_ID>&dpuuid=<PARTNER_UUID>

See also, ID Synchronization for Inbound Data Transfers.

Step 4: Store IDs

Synchronized IDs are stored on the edge and core data servers.

Sync services manages ID synchronization

The term Sync Services refers to internal Experience Cloud technologies responsible for ID synchronization. This service is enabled by default. To disable it, add an optional variable to the ID service Visitor.getInstance function. Sync Services matches different Experience Cloud IDs such as:

ID synchronization with Adobe Advertising Cloud

Adobe Advertising Cloud (previously called Adobe Media Optimizer)is an exception to the iFrame-based ID synchronization process. Because Advertising Cloud is a trusted domain, ID syncs take place from the parent page rather than in the Destination Publishing iFrame. During synchronization, the ID service calls Advertising Cloud at cm.eversttech.net, which is a legacy domain name used by Advertising Cloud prior to its acquisition by Adobe. Sending data to Advertising Cloud helps improve match rates and is automatic for ID service customers using version 2.0 (or higher). See also, Advertising Cloud Cookies.