What is Adobe Sync?

Adobe Sync connects your site to Adobe Audience Manager (AAM), Adobe’s data management platform used for building audience segments and syncing user identities across platforms. As part of the sync, a request is made to Adobe’s Demdex service to retrieve a unique identifier assigned to a user by AAM. This ID helps Adobe match users across domains, support audience targeting, and improve identity resolution across the Adobe ecosystem.

Product Type: Analytics

Integration Type: ID Sync

Capabilities

• Retrieves Adobe Audience Manager UUID (aam_uuid) using a REST call to a Demdex endpoint.
• Stores identity markers in both cookie and IndexedDB storage for long-term persistence.
• Supports optional sync chaining to Neustar, Google, and Microsoft through match pixel triggers.
• Retrieves the Adobe Experience Cloud ID (mid) when an Adobe Org ID is supplied.
• Injects resolved IDs into the server-side event payload under context.providers.adobe.

Considerations

• This sync is not required for the Adobe Experience starter kit (e.g., Adobe Analytics). It is only needed for use cases involving aam_uuid.
• Timeout settings can be configured to prevent hanging requests.
• If fetch fails, a failure marker is stored temporarily to prevent excessive retrying.

Sync Details

• IDs:
  • aam_uuid - A unique identifier issued by Adobe Audience Manager that enables user-level identity resolution and audience segmentation.
  • mid – The Adobe Experience Cloud ID (ECID / marketingCloudVisitorID) returned when an Adobe Org ID is provided. Used for cross-solution identity resolution within the Adobe ecosystem.
• Description:
  • Makes a GET request to the Demdex endpoint. Without an Adobe Org ID, the sync returns only aam_uuid. With an Adobe Org ID, the request includes additional parameters and also returns the ECID (mid) from the d_mid field.
  • Stores the value in cookie and IndexedDB for the duration set in the Cookie Lifetime UI setting.
  • If Sync Fire is enabled, also triggers match pixels for Neustar, Google, and Microsoft.
  • Each match pixel stores a sync marker to prevent redundant requests.
  • If the fetch fails, a failure marker is created for 1 day to pause retries.
  • Resolved IDs can be included in a server-side event payload.
• Response Example:
  • { "stuff": [], "uuid": "42315977589639258345322773124634961093", "dcs_region": 6, "tid": "4VoEK+QMQzs=" }
• 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.

  {
     "adobe": {
       "aam_uuid": String
       "fire_sync_chain": Boolean
       "google": Boolean
       "microsoft": Boolean
       "neustar": Boolean
     }
  }

• Cookie Name:
  • Cookie: _meta_adobe_aam_uuid, _meta_adobe_fire, _meta_adobe_google, _meta_adobe_microsoft, _meta_adobe_neustar, _meta_adobe_aam_uuid_failure
  • IndexedDB: [your storage prefix]_adobe_aam_uuid, [your storage prefix]_adobe_fire, [your storage prefix]_adobe_google, [your storage prefix]_adobe_microsoft, [your storage prefix]_adobe_neustar, [your storage prefix]_adobe_aam_uuid_failure
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Gather Credentials

• Demdex Endpoint – This is the Adobe endpoint used to fetch the aam_uuid. It typically follows the format: https://<partner>.demdex.net/event?d_rtbd=json
  • If you do not know your Demdex domain, you will need to contact your Adobe Audience Manager representative or Adobe Customer Support to retrieve it.
• Adobe Org ID (Optional) – Required to retrieve the Adobe Experience Cloud ID (ECID), returned as mid. Without this value, only aam_uuid will be returned. Contact your Adobe Experience Cloud administrator if you do not know your Org ID.

2. Add an Adobe Sync in MetaRouter

To gather the aam_uuid and optionally trigger partner match pixels (Neustar, Google, Microsoft), you must add an Adobe 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 Adobe sync.
3. Fill out the following fields:
   1. Demdex Endpoint – The URL used to fetch the Adobe aam_uuid. Example: https://example.demdex.net/event?d_rtbd=json
   2. Adobe Org ID (optional) – Enables the sync to retrieve the ECID (mid) from Demdex. Example: "4C2B513E61D433B20A495E92@AdobeOrg"
   3. Cookie Lifetime (in days) – How long the UUID should be stored. Example: 365
   4. API Timeout (in milliseconds) – The maximum time allowed for the fetch request to complete. Example: 3000
   5. (Optional) Sync Fire – If enabled, enter partner-specific sync values.
      1. Example: { "syncFireNeustarSID": "9213432908", "syncFireTimeToLive": 14 }
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.