What is adMarketplace?

adMarketplace is a digital advertising marketplace that enables advertisers and publishers to buy and sell performance-driven media. It provides technology to measure, optimize, and attribute traffic and conversion activity generated from adMarketplace campaigns. Advertisers can send conversion events directly to adMarketplace to connect on-site activity with prior ad clicks.

Product Type: Advertising

Integration Type: Starter-kit & ID Sync

Capabilities

• Captures a client-defined adMarketplace click ID from a configurable URL parameter and stores it in first-party storage.
• Supports dynamic URL decorator configuration, allowing each client to define the parameter name used for adMarketplace tracking.
• Adds the resolved identifier to server-side event payloads for attribution and performance measurement.

Sync Details

• IDs:
  • AD_MARKETPLACE_URL_DECORATOR – A placeholder representing the client-configured URL parameter name used to capture the adMarketplace click ID (for example, cm_mmc). The actual identifier key reflects the parameter name entered in the MetaRouter UI.
• Description:
  • The sync captures the value of the configured adMarketplace URL parameter from page URLs.
  • Each value is stored in first-party storage for a configured duration set by Cookie Lifetime (in days).
  • Values are refreshed when the configured URL parameter is detected again or if the cookie lifetime expires.
  • The identifier is added to server-side event payloads for attribution.
• Server-side Event Payload: Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload

{
   "adMarketplace": {
     "[AD_MARKETPLACE_URL_DECORATOR]": String
   }
}

• Cookie Name:
  • Cookie: *_adMarketplace_[AD_MARKETPLACE_URL_DECORATOR]
  • IndexedDB: [your storage prefix]_adMarketplace_[AD_MARKETPLACE_URL_DECORATOR]
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

Add an AdMarketplace Sync in MetaRouter

To gather values for the AD_MARKETPLACE_URL_DECORATOR, you must add an adMarketplace sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the adMarketplace sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) (Optional) – How long a synced identifier remains in first-party storage. When expired or no longer detected, the sync will re-trigger. Example: 30.
   2. adMarketplace URL Decorator (Required) – Enter the URL parameter name used in your adMarketplace campaign links (for example, cm_mmc). This should be the parameter name only, without a leading ? or any value. The sync will capture the value associated with this parameter on page load.
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.