Targeting makes it possible to optimize 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 on the basis of 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.
Profile targeting is based on the information registered users have submitted such as age, gender, location, etc. Using this qualitative data correctly, you will reach your target audience. You can target by means of the following demographic variables:
To target by Age:
To target by Gender:
To target by Country:
To target by Region:
To target by City:
Adhese makes it possible to target a group of cities, for example university cities, by means of City groups. To target by City groups, create a city group first:
To add one or more city groups as a target to the booking:
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 resolution, bandwidth, provider, browser, operating 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 enables you to target your audience by for example:
As this is a custom feature, contact us if you are interested to implement one or more brand targeting variables.
To add a brand target to a booking:
You can simply 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.
Behavioural targeting allows a publisher to target ads to visitors who show a greater level of interest for a certain 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 recognizes 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:
Enter adttr in the Code field. Follow adttr by a 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.
To activate a new behavioural target, please send a request to Support.
To add a behavioural target to a booking:
Retargeting targets visitors on the basis of previously visited websites that do not belong to the inventory of the publisher. Retargeting allows advertisers to trigger consumers that have recently demonstrated an interest in the advertiser's offers by visiting its website.
To implement retargeting:
Please contact Support for the creation of the URL that has to be placed on the advertiser's website (or landing page) and to make adjustments so that Adhese recognizes the behavioural target.
In general, retargeting is used to target visitors who have demonstrated an interest in the advertiser's offers by clicking the ad of the advertiser. However, retargeting can also be used to target visitors who have already been served the ad but who 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 campagin, please contact Support.
Contextual targeting ensures that a booking is relevant to the website's content. The text of a website is scanned for content keywords, article 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.
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.
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 from two competitors like car manufacturers. As this is a custom feature, contact us if you are interested.
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 that are targeted by that parameter. For example, a negative target can be 'all countries except Belgium'.
|As this is a custom feature, please contact Support if you want to implement negative targeting variables.|