Targeting

Targeting makes it possible to optimise the performance of a campaign by adjusting the delivery of a campaign to the profile of a visitor – where relevance is the key – or to other relevant parameters. Adhese enables targeting based on the standard as well as adjusted parameters. You can use each request parameter as a targeting variable. It is possible to use multiple targeting variables at once.

Do not forget that the unique identification of visitors and the storage of personal and other data is subject to national, European and international legislation. It is the exclusive responsibility of the publisher to comply with the law and adequately notify the user of its rights. Adhese can assist and advise publishers herein. More on user privacy is available in the GDPR section of the documentation.


Profile targeting

Profile targeting is based on the information registered users have submitted, such as agegenderlocation, etc. Using this qualitative data correctly, you will reach your target audience. You can target using the following demographic variables:

To target by Age:

  1. Click Add age.
  2. A horizontal scrollbar lets you select a minimum and maximum age. The default age span is set at 8 - 110 years.
    • To adjust the minimum age, slide the left square to the right.
    • To adjust the maximum age, slide the right square to the left.
  3. Click the blue OK button to save your changes.

To target by Gender:

  1. Click Add gender. The Gender modal window opens. You can select one of the following options:
    • Select all
    • Female
    • Male
    • Unknown
  2. Click the blue Save button to save your changes.

To target by Country:

  1. Click Add country. The Country modal window opens.
  2. Pick the countries you want to target from the list.
  3. Click the blue Save button to save your changes.

To target by Region:

  1. Click Add region. The Region modal window opens.
  2. Pick the regions you want to target from the list.
  3. Click the blue Save button to save your changes.

To target by City: 

  1. Click Add city. The City modal window opens.
  2. Pick the cities you want to target from the list.
  3. Click the blue Save button.

Adhese makes it possible to target a group of cities, for example, university cities, using City groups. To target City groups, create a city group first:

  1. Go to the Administration screen. Click Admin in the left navigation menu.
  2. Click City groups. The City groups screen opens.
  3. Click the Create a city group button.
  4. Enter a name for the city group in the Name field.
  5. Select the cities you want to include in the group from the list of available items. If a city is selected, it will automatically appear in the adjacent list of Selected items.
  6. Click the Save button to save your changes,

To add one or more city groups as a target to the booking:

  1. Click Add city group.
  2. Pick the city group you want to target from the overview.
  3. Click the blue Save button to save your changes.

It is also possible to set up profiles of anonymous users. These profiles are created from data such as the IP address (of which you can derive someone's location), screen resolutionbandwidthproviderbrowseroperating system, etc. This is custom implemented per client.

To derive someone's location from an IP address, Adhese uses the IP library of MaxMind. To locate your IP address, click the following URL: https://www.maxmind.com/en/locate-my-ip-address. Your internet service provider provides the location data.

Brand targeting

Brand targeting enables you to target your audience by, for example:

  • Internet service provider, such as Telenet or Proximus;
  • Browser, like Chrome, Safari, or Firefox;
  • Brand, like Apple or Nokia;
  • Device, for example, a tablet, smartphone, or desktop; 
  • Operating system, for instance, iOS, Android, Windows, or Mac OS X.

As this is a custom feature, contact us if you are interested in implementing one or more brand targeting variables.

To add a brand target to a booking:

  1. Click Add brand. This opens the Brand modal window-up. 

    Brand pop-up

  2. Select the brand targets you wish to add to your booking.
  3. Click the Save button. The forecasting figures change according to the selected brand target(s).

You can exclude a brand target variable from targeting. For example, if you wish to exclude smartphone devices from targeting, tick the Device - Desktop and Device - Tablet box but do not tick the Device - Phone box. See the following screenshot. 

Exclude a brand targeting variable from targeting

Behavioural targeting

Behavioural targeting allows a publisher to target ads to visitors who show a higher level of interest for a specific section of a publication (for example, sports or economy). 

To determine someone's interests, Adhese keeps track of a visitor's surfing behaviour. If someone exhibits an interest in the sports section of an online newspaper, Adhese will store a 'sports' cookie in the visitor's browser. From now on, Adhese recognises this visitor as someone who has an interest in sports. The visitor can be targeted across your entire network with ads or content related to sports. The behavioural cookie expires after 30 days. This targeting method is custom implemented per client. 

First, set up a new behavioural target:

  1. Go to the Administration screen. Click Admin in the left navigation menu.
  2. Click Behavioural targets.
  3. Click the Add new behavioural button to add a new behavioural target. This opens the Edit behavioural target screen.
  4. Enter a name in the Name field.
  5. Enter adttr in the Code field. Follow adttr by the name of your choice, but choose a name that represents the behavioural target, for example, adttrsport.

    Do not use any punctuation.

    The use of adttr is obligatory. We ask this to be able to maintain uniqueness and to facilitate debugging.

  6. Select the new behavioural target locations from the Available publications and locations list by ticking the boxes. If you tick a box, the location appears in the adjacent list of Locations in this behavioural target.
  7. Click the Save behavioural targets button to save the behavioural target.
  8. Adhese will now add a cookie to all visitors of the selected locations. After a couple of weeks, there is enough data to forecast the volume of the behavioural target.
  9. The new target will be automatically available in the Targets - Manage Targets section.

To add a behavioural target to a booking:

  1. Click Add interest. This opens the Interest modal window.
  2. Select the behavioural targets you wish to add to your booking.
  3. Click the Save button. The forecasting figures change according to the selected behavioural target(s).

Retargeting

Retargeting targets visitors based on previously visited websites that do not belong to the inventory of the publisher. Retargeting allows you to trigger consumers that have recently demonstrated an interest in the advertiser's offers by visiting its website. 

To implement retargeting

  1. Create a new publication
  2. Create a new location for this publication.
  3. Create a new format. Adhese advises a 1x1 transparent pixel. 
  4. Create a new position.
  5. Create a new behavioural target (refer to the previous paragraph about Behavioural targeting) and select the newly created location.
  6. This target is now available for bookings. 

Please get in touch with Support to create the URL that has to be placed on the advertiser's website (or landing page) and make adjustments so that Adhese recognises the behavioural target.

In general, retargeting is used to target visitors who have demonstrated an interest in the advertiser's offers by clicking the advertiser's ad. However, retargeting can also target visitors who have already been served the ad but did not click the ad yet. Therefore, a behavioural target is created and implemented on the landing page of the ad. This target is then used as a negative interest to not target visitors who have clicked the ad already and, thus, to target recurring visitors who did not click yet.

To implement such a negative behavioural target for a specific campaign, please get in touch with Support.

Contextual targeting

Contextual targeting ensures that a booking is relevant to the website's content. The text of a website is scanned for content keywordsarticle tags, or topics. Bookings targeted on those keywords are subsequently returned to the website. For instance, if a visitor is consulting a movie review, Adhese can display the creative of a booking from a (nearby) movie theatre that shows the specific movie. This targeting method is custom implemented per client.

External data sources

Adhese can also take external data sources into account when targeting. Variables such as stock indexes, product inventory, the weather, etc. Imagine an advertiser that sells tires. The advertiser will be able to change the content of the creative according to a weather forecast for the visitor's location. This targeting method is custom implemented per client.

Competitive exclusions

By using campaign variables, it is possible to determine to not serve specific bookings together at the same time. This feature resembles our delivery multiples solution. However, this feature is of relevance to the campaign level. 

For example, you can choose to not simultaneously deliver bookings from the same client or two competitors like car manufacturers. As this is a custom feature, contact us if you are interested.

Negative targeting

As explained in the introduction of this page, you can use a request parameter as a targeting variable. It is also possible to reverse that logic by using a parameter to exclude bookings targeted by that parameter. For example, a negative target can be 'all countries except Belgium'.

As this is a custom feature, please get in touch with Support to implement negative targeting variables.