Samhub ID Free Exports
Samhub triggers audience key-values on the webpage in real time that can be picked up by your SSP:s for targeting purposes on site. This way of exposing audience data means you don’t have to share any user ID’s which increases the privacy and integrity protection for your visitors. It can be used to share audience data with for example Ad Networks that you work with, without sharing any user data.
Samhub dictionary
The first thing you need is to get the Samhub Key-Value dictionary from the Samhub Media platform. Go to the “Integrations” tab in Samhub and click your ID FREE dictionary.
In the dictionary click the button “Dictionary” and then “Download”.
In the dictionary you find the Public ID in the first column and the Audience name in the second column.
Setting up Key-Value Targeting in your platforms
Below is an AI generated description on how to set up key-value targeting on a few different platforms. As it is automatically generated we can’t guarantee that it works exactly as described, if you run into problems we recommend that you contact the support team of the platform provider.
Google Ad Manager (GAM)
Phase 1: The Prerequisites
Before you build the campaign, the key-value must exist in your GAM network and be actively firing on your site.
Verify the Key-Value in GAM: In the left-hand menu, navigate to Inventory > Key-values. Ensure your desired key (e.g., category) and its values (e.g., sports, finance) are actively set up here.
Check Your Ad Tags: Your website or app must actually pass this data to GAM. If your site isn't sending the key-value signal, your campaign will never trigger. This is done in your site's code via Google Publisher Tags (GPT) using the .setTargeting() function.
Phase 2: Building the Line Item
Once your network and tags are prepped, here is how you apply that targeting to a specific campaign.
Step 1: Create the Line Item
Navigate to Delivery > Orders in the left-hand menu.
Click New order (or open an existing order and click New line item).
Select Display as your ad format.
Step 2: Configure the Basics
Name your line item clearly so you can find it later.
Set the Line item type (e.g., Standard, Sponsorship, Price Priority) based on your campaign's priority and goals.
Enter the Expected creatives (the ad sizes you plan to serve, such as 300x250 or 728x90).
Set your Delivery settings, including flight dates (start/end times), and your total impression quantity or budget.
Step 3: Apply the Key-Value Targeting
Scroll down to the Ad targeting section near the bottom of the setup page.
Find and expand the Custom targeting module.
In the dropdown box, select your specific Key (e.g., category).
A secondary field will appear. Select or type the Value(s) you want to target (e.g., sports).
Note on Match Types: If your key-values are dynamic, you can use modifiers. Use an asterisk (*) for "begins with" (e.g., sport* matches sports and sporting) or a tilde (~) for "includes" (e.g., ~ball matches basketball and football).Click the checkmark or Add to lock in the targeting rule. You will see the logic clearly spelled out in the targeting summary block on the right side of your screen.
Step 4: Save and Attach Creatives
Click Save at the bottom of the page.
Switch to the Creatives tab on the line item and upload the banner assets that match the sizes you specified.
Once the creatives are uploaded and the start time is reached, your line item will switch from "Draft" or "Ready" to "Delivering"—serving ads only to the exact key-values you specified.
Adform SSP
Adform Campaigns
Setting up key-value targeting in the Adform Publisher platform (often referred to as Publisher Ad Server or PAS/SSP) follows a very similar logic to Google Ad Manager, though the interface and the tag syntax are uniquely Adform's.
Just like with GAM, you have to complete the process in two phases: passing the data from the page, and catching it on the platform.
Here is your step-by-step guide to getting it done in Adform.
Phase 1: The Prerequisites (Tagging)
Adform needs to know what key-values to look for. If the data isn't being passed in the ad request, the targeting won't work.
Passing the data via the ADX Tag Library:
If you are using Adform's asynchronous tags (the ADX library), your developers will need to push the targeting rules into the tag.
For a specific placement: adformtag.setTargeting('mid', 'key', 'value'); (Note: 'mid' is the Master Tag ID).
For the entire page: adformtag.setGlobalTargeting('key', 'value');
Alternative: If you are using raw Master Tag URLs, key-values are appended using the mkv= parameter (e.g., &mkv=category:sports).
Phase 2: Building the Setup in the Adform UI
Once your tags are successfully firing the key:value data, you can target it within your campaigns.
Step 1: Create or Open Your Campaign
Log in to the Adform Publisher platform.
Navigate to Campaign Management (or Orders depending on your specific UI view).
Click to create a new Campaign/Line Item, or open an existing one where you want to apply the targeting.
Step 2: Configure the Basics
Enter your standard line item details: Name, Priority/Goal (e.g., Guaranteed, Price Priority), Flight Dates, and Budget/Impressions.
Select the Placements (inventory) you want this line item to run on.
Step 3: Apply the Key-Value Targeting
Navigate to the Targeting section of your line item setup.
Scroll through the targeting categories until you find Key-Values (sometimes labeled under Custom Variables or System & Custom Variables, depending on your exact Adform platform version).
Click to add a new targeting rule.
A logic builder will appear.
Type in your exact Key (e.g., category).
Set your operator (usually "is" or "is not", though you can often use "contains" for broader matching).
Type in your exact Value (e.g., sports).
If you need to target multiple values (e.g., sports OR finance), you can usually add them as a comma-separated list or add an OR condition, depending on the logic builder's UI.
Click Apply or Add to lock the rule into your targeting summary.
Step 4: Save and Attach Creatives
Save your line item settings.
Move to the Creatives section to upload your HTML5 banners, images, or third-party tags.
Once approved and active, Adform's ad server will evaluate every incoming bid request. It will only serve this line item's creatives if the mkv or setTargeting data perfectly matches the rules you just built.
A quick troubleshooting tip: If you set this up and it isn't delivering, the culprit is almost always a typo in the tag. Adform's key-values are case-sensitive. If your web team codes Category:Sports but you target category:sports in the UI, the line item will not fire!
Adform Deals
Setting up a Deal (PMP) in Adform is very similar to the PubMatic process. You are using your key-values to ring-fence specific inventory, assigning a price to it, and generating a Deal ID for a buyer to use in their DSP.
Here is exactly how you set up a key-value targeted deal in the Adform SSP.
Phase 1: Ensure the Data is Reaching the Exchange
Just like with direct campaigns, the Adform SSP needs to receive the key-value data in the bid request.
If you are using Header Bidding (Prebid.js): Your developers need to ensure the key-values are included in the Adform bidder parameters. This is typically passed using the mkv (Master Key Value) string inside the bidder setup.
If you are using Adform Tags directly: The data is passed exactly as we discussed earlier, using adformtag.setTargeting('mid', 'key', 'value'); or appending &mkv=key:value to the ad request. Adform's exchange automatically reads this tag data.
Phase 2: Building the Deal in the Adform UI
Once the data is flowing into the SSP, you can package it into a Deal ID.
Step 1: Create the Deal
Log in to your Adform platform and navigate to the SSP / Publisher Edge workspace (specifically the Yield Management or Deals section).
Navigate to Deals (or Deal Management).
Click New Deal or Create Deal.
Step 2: Configure the Commercial Basics
Deal Name: Give it a clear, descriptive name (e.g., PMP_Sports_Finance_Contextual).
Buyer / DSP: Select which DSP(s) or specific buyer seat IDs are allowed to bid on this deal. (If it’s an Adform DSP buyer, it’s highly seamless, but you can target external DSPs like DV360 or TTD as well).
Pricing: Set your Deal Type (e.g., Fixed Price / Preferred Deal, or Private Auction / Floor Price) and input your CPM.
Flight Dates: Set the start and end dates for the deal.
Step 3: Apply Key-Value Targeting
Scroll down to the Targeting section of the deal builder.
Look for the Inventory or Custom Variables / Key-Values section.
Click to add a rule:
Enter your Key (e.g., category).
Select the operator (e.g., is / equals).
Enter your Value (e.g., sports).
Pro Tip: In Adform SSP, you can usually verify the volume of requests coming through for that specific key-value right in the UI to ensure you are packaging up enough scale to make the deal worthwhile for the buyer.
Click Apply to lock in the targeting. Add any other necessary targeting (like specific ad formats, devices, or geographics).
Step 4: Generate and Share the Deal ID
Click Save or Activate at the bottom of the screen.
Adform will immediately generate a unique Deal ID (a string of numbers/letters).
Because this is programmatic, you do not upload creatives here. You simply copy that Deal ID and email it to your agency or media buyer. They will plug it into their DSP, attach their own creatives, and start bidding.
Pubmatic SSP
Moving from Google Ad Manager and Adform over to PubMatic requires a slight shift in mindset.
Before we dive into the steps, I need to gently correct a common misconception: PubMatic is strictly a Supply-Side Platform (SSP) and Exchange, whereas GAM and Adform (in its Publisher Ad Server configuration) function as primary ad servers.
This means you do not typically upload creative assets or build a traditional "display campaign" directly inside PubMatic. Instead, you use key-values in PubMatic to create a PMP (Private Marketplace) Deal or an Auction Package. You then give a Deal ID to a buyer, and their Demand-Side Platform (DSP) provides the actual creative.
Here is how you set up key-value targeting to package up inventory in the PubMatic UI.
Phase 1: Passing the Data to PubMatic
Just like the other platforms, PubMatic cannot target what it cannot see. Because PubMatic is usually integrated via header bidding (like Prebid.js or PubMatic’s own OpenWrap), the data must be passed in the bid request.
Via Prebid.js: Your developers will pass key-values using the standard OpenRTB (ORTB2) object, which PubMatic reads automatically.
JavaScript
pbjs.setConfig({
ortb2: {
site: {
ext: {
data: {
category: "sports"
}
}
}
}
});
Via OpenWrap: If you use PubMatic’s wrapper, key-values are often passed via custom parameters or inherited directly from the tags on the page.
Phase 2: Building the Deal in the PubMatic UI
Once your setup is successfully passing the key-value data in the bid requests, you can package this inventory up for buyers.
Step 1: Create a Deal or Auction Package
Log in to your PubMatic Publisher UI.
Navigate to the Deals or Auction Packages tab in the main navigation menu (the exact naming depends on your specific UI configuration and whether you are packaging for a specific buyer or multiple).
Click Create New Deal or New Auction Package.
Step 2: Configure the Basics
Name the deal clearly (e.g., Premium_Sports_Contextual).
Set your Pricing (e.g., a Fixed price or a Price Floor).
Select the Buyer(s) or DSPs who are allowed to bid on this deal.
Set the Flight Dates (start and end times).
Step 3: Apply the Key-Value Targeting
Scroll down to the Inventory Targeting or Audience/Contextual Targeting section.
Look for the Key-Values or Custom Parameters targeting module.
Enter your Key (e.g., category).
Enter your Value (e.g., sports).
Note on Logic: PubMatic’s UI allows you to build out logic using standard operators like Include (IN) or Exclude (NOT IN). If you want to target multiple categories, you can usually input a comma-separated list or hit "Add" to stack the rules.Apply the targeting. You will see your available impression estimates update on the right-hand side of the screen based on how much traffic matches that key-value.
Step 4: Generate and Share the Deal ID
Because there are no creatives to attach, your final step is simply to click Save or Activate.
PubMatic will generate a unique alphanumeric Deal ID.
You must now send this Deal ID to your media buyer so they can target it inside their DSP (like Display & Video 360 or The Trade Desk) and attach their display creatives to it.