Passbook companion app, when app is not yet listed in iTunes

I'm creating a pass with a companion app, however the companion app is not yet available publicly.

The Passbook Package Format Reference states that the associatedStoreIdentifiers is: 'Optional. A list of iTunes Store item identifiers (also known as Adam IDs) for the associated apps.'

However from my understanding the Adam ID is not the App ID, as if I try using the App ID as the store identifier the pass does not load.

Is it possible to have the app listed on the back of the pass if the app is not yet on the app store?

Thanks.