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:
- Loads asynchronously in relation to parent page. This means the parent page can load independently from the Destination Publishing iFrame. Loading the iFrame and loading ID sync pixels from within the iFrame won’t affect the parent page or the user experience.
- Loads as fast as possible. If this is too fast, you can load the iFrame after the window load event (not recommended). See idSyncAttachIframeOnWindowLoad for details.
- Prevents code in the iFrame from gaining access to or affecting the parent page.
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.
Experience Cloud Services
Connect with Experience League at Summit!
Get front-row access to top sessions, hands-on activities, and networking—wherever you are!
Learn more