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The delivery scheme of Adhese explained

It is vital to understand and gain insight into the Adhese delivery process's decision-making logic and the factors 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. In addition, the browser sends data about the user's browser, operating system, location, and other relevant information. Furthermore, Adhese enables the integration with existing user profile databases.

Remember that the unique identification of visitors and the storage of personal and other data are subject to national, European and international legislation. It is the exclusive responsibility of the publisher to comply with the law and adequately inform the user of his rights. Adhese can help and advise publishers here. More on user privacy is available in the GDPR section of the documentation.

Once Adhese receives a request, a number of factors are taken into account before a booking is shown. The following three elements are considered for each requested position:

  • Campaign Priority
  • Location Level
  • Targeting

This chapter explains and visualises the Adhese delivery scheme step by step. The full scheme is provided at the end of this section; see the complete delivery scheme of Adhese.

Campaign Priority

As outlined in the Priority section, each campaign is assigned a priority. Assume that the 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)

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Adhese will first check to see if a booking is available within the highest priority for the requested position, the Paying (priority 0) priority.

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If there are more bookings at the Paying (priority 0) priority, the second factor to be considered is the Location Level factor. A full explanation of the Location Level factor is available in the next section.

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If nothing is booked at the Paying (priority 0) priority, Adhese will check if there is a booking at the Exchange (priority 1) priority.

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If there are one or more bookings at the Exchange (priority 1) priority, the second factor to be considered is 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, there are no eligible bookings to be delivered and Adhese will not serve anything. Adhese may direct the request to a third party if the setup is structured that way (see Marketplaces for more information).

Location Level

The inventory of a publisher can be organised 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 more extensive 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 considered after Adhese has collected a list of bookings for the requested position at the highest campaign priority available.

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Following the above level structure, Adhese will first check if anything is booked at Location Level 0.

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When no booking is found for that specific location, the next Location Level will be investigated.

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If one or more bookings are booked to be delivered explicitly at Location Level 1, the next factor will be considered: Targeting. The next section provides a full explanation of the Targeting factor.

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If there are any such bookings, the next factor will be taken into consideration.

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If nothing is booked to be delivered across the publication's website (Location Level 2), Adhese will check if bookings are booked across the network of the publisher (Location Level 3).

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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 based on the Targets factor or if there are no bookings across the network of the publisher (Location Level 3).

Targeting

The Targeting factor takes a booking's targeting properties 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 fewer or non-targeting properties. For example, a booking targeted to a visitor from a region (e.g., Antwerp) will take precedence over a booking targeted towards a visitor from a country (Belgium). For more information about targeting, refer to Targeting.

the_delivery_scheme_of_adhese_explained11.pngAdhese prioritises bookings with targeting properties. Adhese will send the most eligible booking to the webpage 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 fewer targeting properties.

the_delivery_scheme_of_adhese_explained12.pngIf no targeted bookings are available, Adhese will check the availability of bookings without targeting properties.

the_delivery_scheme_of_adhese_explained13.pngIf 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 repeated entirely 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 not to deliver anything, or you can choose to deliver an In-house booking to promote a proprietary product, for example.

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 paragraphs.

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