It is important to understand and gain insight into the decision logic of the Adhese delivery process and which factors are taken into account to determine which booking must be served.
When a visitor accesses your website, the browser sends a request to the servers of Adhese. This request contains information about the requested position. Additional data about the browser, operating system, location, visitor and so forth can also be sent with the request. Furthermore, Adhese enables the integration with existing user profile databases.
After Adhese receives a request, several factors are taken into account before a booking is actually shown. Adhese considers the following three factors for each requested position:
- Campaign Priority
- Location Level
This chapter explains and visualizes the delivery scheme of Adhese step by step. The entire scheme of this delivery process is available at the end of this section, see The complete delivery scheme of Adhese.
As described in Priority, each campaign has a Priority. Assume a certain publisher has the following three priorities available in its Adhese account (ranked in order of importance):
- Paying (priority 0)
- Exchange (priority 1)
- In-house (priority 2)
Adhese will first check if a booking is available within the highest priority for the requested position, the Paying (priority 0) priority.
If there are more bookings at the Paying (priority 0) priority, the second factor will be considered: the Location Level factor. A full explanation about the Location Level factor is available in the next section.
If nothing is booked at the Paying (priority 0) priority, Adhese will check if there is a booking at the Exchange (priority 1) priority.
If there are one or more bookings at the Exchange (priority 1) priority, the second factor will be considered: the Location level factor.
If nothing is booked at the Exchange (priority 1) priority, Adhese will check if there is a booking at the next priority: the In-house (priority 2) priority. The above procedure, as described for the Paying (priority 0) and Exchange (priority 1) priority, is repeated for the In-house (priority 2) priority.
If there is no booking at the In-house (priority 2) priority either, there are no eligible bookings to be delivered and Adhese won't serve anything. Adhese might direct the request to a third party if the setup is structured that way (see Marketplaces for more information).
The inventory of a publisher can be organized into Location Levels. The framework of these levels is determined within the database and is client-specific. The hierarchy of the levels is defined in the locations (see Create a new location).
Assume a publisher has four levels, where:
- An individual location gets Level 0;
- A channel that contains a selection of locations, such as the collection of identical locations throughout the Sports section of a publication, gets Level 1;
- The next channel contains a larger selection of locations, such as all locations across a single publication (i.e. Run Of Site), and gets Level 2;
- The last channel contains all locations across the entire network of a publisher (i.e. Run of Network), and gets Level 3.
In the above example, Level 0 has the highest priority. Level 1 comes next and has priority over Level 2 and Level 3. Whereas Level 2 only takes precedence over Level 3. Level 3 does not take precedence over any other level because it has the lowest priority.
The Location Level factor is taken into consideration after Adhese has collected a list of bookings for the requested position at the highest campaign priority available.
Following the above level structure, Adhese will first check if anything is booked at Location Level 0.
When no booking is found for that specific location, the next Location Level will be investigated.
If one or more bookings are booked to be specifically delivered at Location Level 1, the next factor will be considered: Targeting. A full explanation about the Targeting factor is available in the next section.
If there are any of such bookings, the next factor will be taken into consideration.
If nothing is booked to be delivered across the website of the publication (Location Level 2), Adhese will check if bookings are booked across the network of the publisher (Location Level 3).
If there are such bookings, the Targets factor will be taken into consideration.
Adhese will look into the Exchange (priority 1) priority level and repeat the above procedure if no eligible bookings are available to be delivered on the basis of the Targets factor or if nothing is booked to be delivered across the network of the publisher (Location Level 3).
The Targeting factor takes the targeting properties of a booking into account and reduces the set of eligible bookings so that only one booking remains. A booking with more specific targeting properties takes precedence over a booking with less or non targeting properties. For example, a booking that is targeted to male visitors from Antwerp will take precedence over a booking that is targeted towards male visitors only. For more information about targeting, refer to Targeting.
Adhese considers bookings with targeting properties first. Adhese will send the most eligible booking to the web page so that the browser can display it. A booking with more specific targeting properties has a higher chance of being delivered as they take precedence over a booking with less targeting properties.
If no targeted bookings are available, Adhese will check the availability of bookings without targeting properties.
If no bookings (with or without targeting properties) are available within Location Level 0, Adhese will take Location Level 1 into account.
The above procedure will be repeated until an eligible booking can be delivered within the Paying (priority 0) priority level. If no eligible bookings within the Paying (priority 0) priority level are available to be delivered, the above procedure will be completely repeated for the next priority level.
It is possible that no booking can be delivered for a request because there simply is no booking available. If this happens, you can choose to not deliver anything or you can choose to:
- Deliver an In-house booking to promote, for example, a proprietary product; or,
- Forward the request to a third party, for example a real-time bidding system or a marketplace. For more information, refer to Marketplaces.
The complete delivery scheme of Adhese
The following scheme displays the complete delivery scheme of Adhese. For a more detailed description, refer to the previous paragraph: explained.