Integration: Optimizely Data Platform CDP and AdFixus

Learn how to integrate AdFixus Identity Platform into Optimizely Data Platform CDP

Optimizely Data Platform (ODP) and AdFixus Integration Guide

This article describes how to setup an integration between AdFixus and Optimizely Data Platform (ODP) to ingest and append AdFixus identities within your ODP customer data ecosystem.

Optimizely Data Platform (ODP)

Optimizely Data Platform (ODP) provides harmonization of customer data which leads to real-time understanding of your customer's behaviors. ODP lets you scale highly personalized, multichannel campaigns leveraging AI-powered predictive analysis sharing insights across other Optimizely products.

Integration Overview

The ingestion of the AdFixus identity into Optimizely allows organisations to leverage the AdFixus patented identity platform alongside their ODP data to unify a complete view of audiences (cross-domain and multi-domain) and offer their customers a seamless unified experience.

Supported integrations:

  1. Optimizely Data Platform -> The AdFixus identity enriches your CDP identity ecosystem with a 1st party, privacy-safe identity improving the generation of unified profiles, profile richness, multi-domain customer journey visibility and audience addressability.

Architecture Reference

Architecture reference diagram illustrating the integration between Optimizely Data Platform (ODP) and AdFixus



  1. Optimizely Data Platform
  2. ODP Custom External Identifier - your ODP CSM team will need to provision a field in the ODP Customer Identifiers schema in order for the AdFixus Identity to be ingested


  1. AdFixus platform - implemented on your organisations web properties / domains
  2. AdFixus active organisation license key

Integration Steps

Integrate with Optimizely Data Platform – Web

  1. Setup your ODP Custom External Identifier
  2. You will need to request your ODP CSM team team to provision a field in your ODP account AdFixus to be setup as a “custom external identifier”.
  3. ODP Customer Identities also requires the setting of an “Identifier Confidence” (High Confidence or Low Confidence). The confidence setting of an identifier in ODP determines the identifiers role in the identity resolution process within ODP. This can be configured for custom identifiers (e.g. AdFixus ID). Please reach out to your AdFixus CSM to discuss the impacts of different confidence settings in alignment with your identity resolution expectations.
  4. Include the AdFixus ID in your Optimizely Web SDK implementation. You will need to request your organisation’s ODP Web SDK implementation team to include the “AdFixus ID” cookie value as an identifier in your ODP Web SDK configuration. This should be captured in the first object of the “customer()” method. e.g. “set the AdFixus ID cookie value as "ODP_afx_id" in the ODP Web SDK "customer()" function.
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