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# Adform ties DSP to Adobe’s ECID to close identity gap
- URL: https://www.medianexis.com/adform-ties-dsp-to-adobes-ecid-to-close-identity-gap/
- Published: 2026-10-21T13:18:38.000Z
- Updated: 2026-10-21T13:18:38.000Z
- Description: Madison and Wall interviews Adform’s John Piccone, who says the Adobe partnership lets brands pass their Experience Cloud ID directly into Adform’s DSP, skipping onboarders and closing the gap between CRM match rates and programmatic reach rates.
- Author: The Signals Desk
- Tags: Ad-tech, Adform ties DSP to Adobe's ECID to close identity gap

**Why it matters.** Advertisers using Adobe’s ECID gain a direct path into Adform’s programmatic stack without paying third-party onboarders for identity matching.

*Signal from* [*Madison and Wall*](https://madisonandwall.substack.com/) *·* [*read the original*](https://madisonandwall.substack.com/p/an-interview-with-adforms-john-piccone)*.*