Introduction

• Intro
• Adhese support
• Introduction to Adhese for adops
• Architecture
• Online advertising formats
• Cross-platform delivery
• Glossary

Intro

Adhese can be integrated into your back-office and workflows. Below, we'll explain how Adhese can be integrated with your existing systems.

Marketplaces

Do you have some space left that needs filling? Adhese enables the full integration of marketplaces (or ad exchanges) for both demand-side (DSP) and supply-side platforms (SSP). We are constantly expanding our partnerships with new parties. Refer to the list of third-party ad servers and marketplaces for an overview of the markets with which Adhese integrates.

Adhese gathers all demand sources, whether direct-sold, in-house, or programmatic, and lets them compete against each other. Adhese is a real-time decision engine that ensures you get maximum value from every impression by matching the right ad to the right visitor.

Your data stays where it belongs: in your hands. You never lose control of your inventory because you decide what you want to share.

Contact Support if you wish to integrate your inventory with a marketplace.

Profile databases

Adhese's data usage philosophy combines all available data to optimise revenue. As a publisher, you probably have access to a valuable database of registered users who have registered an account for your website and/or subscribed to your newsletter.

By combining these existing profile databases with the data Adhese can collect, you can refine your profiles and gain more actionable insights.

Customer Relationship Management

From prospecting to launching your clients' online advertising campaigns, managing customer relationships can be complicated and time-consuming. Integrating your existing CRM system with Adhese enables better account management and measurement of your sales and advertising campaigns.

Content Management System

Adhese can be integrated with your content management system, allowing you to match your clients' advertising campaigns to the design style of your website.

This integration goes far beyond a consistent look and feel. For example, imagine you have a webshop. This allows you to sell online shelf space to your suppliers as featured products on your webshop's home page. These featured products can be targeted based on the visitor's demographics or interests.

Order and Invoicing management

Do you want to have control over rates, calculate accurate eCPMs and have a transparent view of discounts? By integrating Adhese with your invoicing software, sales and account managers can create offers on the fly without consulting multiple offline rate cards. At the same time, you retain control over which rates are available, who receives what commission, and so on.

Third-party ad creatives

Advertisers and agencies often use their own ad servers, such as Google DFP, OpenX or Atlas. This enables advertisers to have control over the ad creative and receive reporting on campaign delivery.

If an advertiser sends the code for an ad creative, you must upload that ad creative as a third-party ad tag in the Adhese user interface. The implementation and trafficking of third-party ad tags is straightforward. Adhese recognises almost all third-party ad servers and automatically replaces the placeholders in the ad tag code when they are pasted into the corresponding field.

Adhese enables the implementation of third-party ad tags from multiple third parties or external ad servers and networks. Refer to the list of third-party ad servers and marketplaces for an overview of supported third-party ad servers.

For more information on adding a third-party ad tag to a campaign, refer to Add a third-party tag.

Real-time bidding integrations

In short, programmatic buying is a process that enables the automated buying and selling of online advertising inventory. The automated nature of programmatic transactions is designed to streamline the ad-buying process and minimise the risk of human error inherent in direct buying.

Real-time bidding is a programmatic tool that operates on the principle of an auction. Each impression is sold individually, based on a maximum bid price set by the advertiser and a floor price set by the publisher.

Adhese allows publishers to make inventory available to an RTB demand source and integrates with multiple third-party marketplaces thanks to the open RTB protocol. You are not tied to a single marketplace or network. Adhese allows you to be platform-independent, enabling your collection of RTB demand sources to compete with one another for your traffic.

Yield management: Everything is revenue

Adhese simplifies yield management. Whether you're running a direct-sold, in-house, or programmatic RTB campaign, Adhese allocates your inventory to the highest-performing demand source.

Adhese support

The Adhese Support Team is dedicated to answering all your questions, resolving any issues and helping you to become familiar with the ins and outs of Adhese.

Before sending a request to the Support Team, we advise you to consult the Adhese documentation. You will find a Help button in the top right corner of the Adhese interface, which redirects you to the documentation of the Adhese platform. Check if your question or problem has already been reported or solved.

When contacting support, please try to provide as much information as possible.

How to get help?

Adhese Support portal

To submit a request via our Support Portal:

1. Log into the Adhese Support portal.

2. Enter your email in the Email field and password in the Password field. Click the Sign-in button. The Adhese Support screen opens:

If you have lost your password, click the Forgot my password link and follow the instructions.

3. To submit a new request, click Submit a request in the upper right corner of the Adhese Support screen. The Submit a request screen opens.

4. Specify the following details:
5. Enter the subject of your request in the Subject field. Choose a short but comprehensive subject line.
6. Enter the details of your request in the Description field.

The description should include the actions you or your staff have already taken to ensure that the issue is not caused by your infrastructure, coding, or recent system changes.

3. (Optional) Specify the ID of the campaign, booking, or creative in the Campaign/Booking/Creative !number only! field.
4. (Optional) Choose a priority by selecting Low, Normal, High or Urgent from the Priority drop-down list. Use the Priority dropdown carefully and only select High and Urgent in relevant situations.
5. (Optional) Add or drop files, such as screenshots, in the Attachments field.
6. Click the Submit button to send your request. Your request will become a ticket, and you will receive an email confirming your support request. The confirmation contains:

• Your request.
• A ticket number for this request.
• A URL that redirects to your request on our Support portal.

7. You will be notified by e-mail when there is an update or resolution to your ticket.

Adhese support by email

Send an email to our team of Support Engineers at support@adhese.com. Your request automatically becomes a ticket in the support portal, and the Support team receives an instant notification about it.

Please follow these guidelines when making a Support request by email:

1. Choose a short and comprehensive subject line.
2. Add the ID and name of the campaign, booking or creative into the body of your mail.
3. Add a short but clear description of your request.

The description should include the actions you or your staff have already taken to ensure that the issue is not caused by your infrastructure, coding, or recent system changes.

4. Attach relevant screenshots.
5. Send your email. Your request will become a ticket, and you will receive an email confirming your support request. The confirmation contains:

• Your request.
• A ticket number for this request.
• A URL that redirects you to your request on our Support portal.

6. You will be notified by e-mail when there is an update or resolution to your ticket.

   When sending an email, you can add other people from your company in the CC field. If the support ticketing system recognises the email address (i.e., if the person has an Adhese support account), they will also receive any further communication regarding the request.

Modify your account information

To edit your name, avatar, phone number and/or email address:

1. Log into the Adhese Support portal. The Adhese Support screen opens.
2. In the Adhese Support screen, click your profile name in the upper right corner.
3. From the drop-down menu, click on Edit My Profile and edit the details that you would like to change.

To change your password:

1. Log into the Adhese Support portal. The Adhese Support screen opens.
2. Click on your profile name in the top right corner of the Adhese Support screen.
3. In the drop-down menu, click Change password.
4. Enter your current password in the Current password field.
5. Enter the new password you wish to use in the New password field.
6. Click the Change Password button to save your new password.

Monitor your requests

The Support portal of Adhese enables you to keep track of your requests efficiently.

1. Log into our Support portal.
2. Click your name in the upper right corner of the Adhese Support screen.
3. From the expanding list, click My Activities. The My Activities screen opens.

The My Activities screen provides a summary of the requests you and your co-workers have submitted. You can filter the overview by the following request statuses: Any, Open, Awaiting your reply and Solved. It is also possible to search through all tickets by using the Search Requests search bar above the ticket overview.

4. To check the progress or status of a ticket, click on it in the My Requests list. This will open the conversation between the requester and Support. The column on the right summarises the details of the request, such as who submitted it, its priority and any attachments uploaded.

Request statuses

A request or support ticket can have one of the following statuses:

• Open: An open request is not solved yet, but Support is working on the request.
• Awaiting your reply: A request that is waiting for your response is Pending. This means that Support has asked the requester for additional information or a question and is waiting for the requester to respond. The request will be pending until the requester responds to Support.
• Solved: When a request is solved, it is possible to reopen it by adding a comment. The status will change to open. A solved ticket becomes a closed ticket after 28 days.
• Closed: You cannot reopen a closed ticket by adding a comment. If you want to reply to a closed request, create a follow-up request by clicking the Create a follow-up link at the bottom of the closed request.

Introduction to Adhese for adops

Short introduction

This documentation covers the following main topics:

• How would you like to build your inventory?
• How to create a campaign?
• How to monitor campaigns?

Before diving into the details of using Adhese as an ad server for Publishers and Brands, it is important to have some basic knowledge of the processes behind our ad-serving technology.

Most of the images you come across can be clicked to view a larger version. When you see the cursor change to a hand, a larger version is available.

This document is for Adops team members who use Adhese for the first time.

It is a short introduction to the Adhese application, with links to the in-depth articles of the primary Adhese documentation.

Getting familiar with the interface

How to log in and log out and reset your password

The above screenshot is the login screen. Add your username and password and click the Login button.

Reset your password by clicking the Forgot password link and follow the instructions.

The above screenshot shows the log off button situated at the far right top of the Adhese interface.

How to navigate between the different screens

The above screenshot shows the main Navigation menu. You can switch from extended to collapsed view.

The above screenshot shows a breadcrumb trail to see where you are in the navigation structure of the Adhese interface.

The above screenshot shows the dropdown menu. You can find this drop-down menu in the upper right corner of each overview for an individual campaign, booking, and creative.

Search possibilities

The quick search is at the top of every Adhese screen, next to the Adhese logo. Use a quick search to go fast to a particular campaign, booking, or creative by entering a search term and then press Enter.

Within the Campaign and Delivery overview, you can use the search bar located in the upper right corner of the campaign filter. Use this field to search for more specific keywords.

Components of the Adhese UI

A detailed explanation of all the components of the Adhese UI is written in this chapter of the documentation.

Customise the Adhese interface

The general Campaign overview and the Delivery overview both have a campaign filter. You can only select one of the five buttons: online now, ending soon, starting soon, ended recently, and all campaigns.

Below these five buttons, there are filters to narrow your result, including Options, Underdelivery, No or not coupled material, Recently used campaigns, etc.

You can find a complete overview of the filters in the main documentation.

Some of the table columns can be sorted. They have two triangles on the right side of the column. See the screenshot above and some examples in the main documentation. The table columns can be personalised. You can decide which columns must be visible, set the display sequence, or change the name of a column's heading. Just right-click the column heading row and make your changes in the Personalize table columns modal window. It is a simple drag-and-drop system.

Inventory

The interface of Adhese has a clear forecasting overview: Inventory. Click the third button in the main navigation menu. Search for a position or select a position by choosing a publication, location, and format:

Click the Save button. By default, the forecast report shows the data for the past 30 days (the already delivered impressions), the following 30 days (the expected volume) and all booked campaigns for that position.

Setting up a campaign

How to book a campaign

There are three buttons. You can add a campaign, an option, or an offer. Both a campaign and an option take booked volumes into account, but an offer does not.

When you push an add button, you get the following screen:

Two boxes are mandatory on this screen: Campaign Name and Priority. You can choose to set a volume of impressions (or clicks) on the campaign level or select a quantity later in the booking screens of the campaign. A full explanation of all fields can be found here: Add a campaign.

A campaign can be edited anytime you want.

There is also an option to copy a complete campaign. You can pause and resume a campaign with a few clicks, or stop a campaign.

How to add bookings to a campaign

Hit the Add booking button in the bookings tab to create a booking in a campaign. The following screen appears:

The following fields are mandatory:

• Where:

Click Add position. This opens the Search publication, location & format modal window.

Choose a position by selecting a publication, location, and format and click on the Save button.

Based on the selected position, Adhese displays the forecasting figures and position averages in the booking header tab.

• When:

Fill in the start and end date and start and end time. The default times are 00:00:00 and 23:59:59. You can also set a booking for specific days in the booked period (for example, every Monday, Wednesday, and Friday), and you can set a time slot (for example, every day between 7:00 and 20:59:59) a booking needs to run.

• How

Delivery method: choose one of the three options

AUTO - you have to fill in a volume (or you have filled in an amount at campaign header level).

SOV - you have to fill in a percentage

ROTATION - no volume or percentage needed, one or more rotation bookings on the same position get interchanged.

To Reach: Fill in the volume the booking must reach

Unit: Choose impressions or Clicks

The following three settings are optional and depend on your setup

Combination (optional): Choose Together With or Exclusive. Use this setting if different bookings must be combined with or excluded from one another.

Booking Priority (optional): the default campaign priority setting can be adjusted for this particular booking.

Compete with RTB (optional): this switch decides whether the booking can compete with Real-time bidding (RTB) via the Adhese Gateway.

Complete overview:

• User frequency cap
• Delivery limits

In these sections, you can set frequency capping and delivery limits for the booking. Frequency capping limits the number of times Adhese delivers an advertisement to a unique visitor during a defined period. Delivery limits can be set for a day or an hour.

The following two sections are (for the most part) only valid for your audience who have permitted to use their data. Adhese strictly follows the rules set by the General Data Protection Regulation (GDPR).

• Targeting:

In this section, you can set your targeting.

A complete rundown of possibilities:

• Price, Info, User Metadata:
  These sections are optional (but you need to set a price if you want the booking to compete with RTB). The Price section lets you set the pricing details of a booking, such as a pricing model and corresponding unit price.Info and User Metadata.

You can edit a booking anytime you want. There is also the option to edit multiple bookings with a few clicks:

Furthermore, you can copy a booking, pause and resume a booking with a few clicks, or stop a booking.

How to upload creatives to a campaign

This chapter is about uploading a creative, automated check of the uploaded files, preview and live preview of the ad, and checking the URL and landing pages.

Hit one of the Add creative buttons in the creative tab to upload a creative in a campaign. As an example, we use the Add Image button. The following screen appears:

The following fields are mandatory:

• Name: Give the creative a name. If no name is provided, the filename of the uploaded image file is used.
• Format: Select a format
• URL: fill in the target URL

Finally, upload an image file and save the creative.

The other three upload possibilities are:

• HTML5 zip file

Give the creative a name, select a format and fill in a target URL. Upload the HTML5 zip file and save the creative.

• Third-party tag

Give the creative a name and select a format. Paste the third-party tag in the Third-party code field and save the creative.

• Advar template

An Advar template is a custom template created by Adhese. The template consists of multiple components (images, videos, texts, and URLs) that form a complex creative. The user provides these elements when uploading a new Advar creative.

You can edit a creative anytime you want. You can copy a creative and can remove a creative with a couple of clicks.

You can edit a creative anytime you want. You can copy a creative and can remove a creative with a couple of clicks.

When a creative is uploaded, you will see a preview of the creative. There is also a link to a live preview. The URL of the live preview can be copied and forwarded to the client. The client can check if the creative is shown how the client wants the ad to be displayed.

How to couple a booking with a creative

After a creative has been saved, you can traffic it with a booked position. It is possible to attach multiple creatives to one booking or assign a creative to various booked positions. By clicking on the traffic tab, you get the following screen.

The left panel shows the bookings of the campaign, and the right panel shows the creatives. When you click on a booking, an on/off button becomes available for the creatives with the same format. Click the button to couple a booking to one (or several) creatives:

It works the other way around as well. You can couple creatives to one (or several) bookings.

When multiple creatives are coupled to a booking, all creatives are rotated equally by default. However, you can give more weight to an individual creative.

The Start and Following up of a campaign

Before a campaign starts, you can check if everything is ready to go. In the campaign overview screen, select the starting soon button.

A list of campaigns that will start within two weeks becomes visible. Check for missing creatives and or material that isn't trafficked. The green colours mean everything is fine. Investigate when yellow and red colours appear.

You can find a list of all statuses in the documentation.

When a campaign has started, you can monitor its progress via the delivery tab (the second item in the main navigation menu). A colour scale is used to give a quick view of the delivery rates. A green colour indicates that the booking is running okay: the delivery is on schedule, and there are no anticipated problems. As the colour moves from green to yellow to red, Adhese considers the booking delivery as more problematic or less “healthy”.

Reporting during a campaign

A day after a campaign has started, a report becomes available in the Report tab of a campaign. This report is available as a graph or as a table. You can switch between the two at the top right of the table. This report can also be downloaded as a spreadsheet.

Apart from the campaign overview report, there are reports per booking and creative. Every night, the figures for the previous day become available.

Report documents after a campaign has finished

Via the Document tab of a campaign, you can create reports for your client. These reports enable you to decide what information you want to share -- ranging from a complete daily performance report to a summary report.

Architecture

Adhese consists of an application server and a database. The Adhese application server manages the publisher's ad servers and ensures smooth campaign delivery.

There is a constant flow of feedback between the application server and the ad servers. The application server tells the ad servers which campaigns have been booked and what their characteristics are, such as delivery method and schedule. In turn, the ad server reports back to the application server the number of ads it has delivered.

Adhese uses load balancing (LB) to improve performance and speed. Load balancing distributes incoming requests across a cluster of multiple ad servers.

The architecture and interconnections are visible in the diagram.

Online advertising formats

During the account setup process, the client defines the formats to use. The client can determine which formats it wishes to serve on its platforms. This chapter provides an overview of the most commonly implemented and well-known formats.

Click the images for a larger view.

Online advertising formats

Online display advertising

Online display advertising messages can be communicated by text, visuals (such as graphics and video) and/or audio, offering a wide range of opportunities. The messages are displayed alongside the content on a publisher’s platform but may also float on top of the content.

Online display advertising campaigns can be categorised into three primary forms: web banner ads, rich media ads, and text ads.

Web banners

Web banners are graphical advertisements that can be of any dimension. They are typically static and uploaded as a JPEG, GIF, or PNG file. A GIF file is the only format allowing simple animation effects, while HTML5 files are used for more advanced animation effects.

The following is a list of the most frequently used ad format dimensions and their names:

Medium rectangle (300*250):	Wide skyscraper (160*600):
Leaderboard (728*90):	Billboard (970*250):

Rich media

Rich media ads are similar to banner ads as they generally appear in web banner ad formats but are far more dynamic. Rich media ad creatives incorporate interactive elements (such as video, forms, and audio) using programming languages like JavaScript and HTML5.

Click the images for a larger view.

Interstitial
	An interstitial ad is served between pages as a user navigates from one web page to the next. The ad is displayed in a separate browser window before the requested page is displayed. The ad will disappear after a short period or when the user clicks through it or clicks it away. An interstitial ad is also known as a splash, transitional, or between-the-page ad.
Floating ad or overlay
	Like an interstitial ad, a floating ad or overlay may serve as a way for a user to navigate to another web page. However, the advertisement appears above the usual content of the webpage. A floating ad can also be delivered after a user has been on the webpage for a specific period. This is a common practice for promoting a website’s newsletter. A floating advertisement disappears after a short period or when a user clicks through the advertisement or clicks it away.
Expandable
		An expandable ad will expand beyond its actual dimensions once a user clicks or hovers over it. The ad expands over the page content while the original content remains in place.
Push-down
		A push-down ad is placed at the top of a web page. Upon clicking or hovering over the ad, the creative expands downwards, with the original content shifting down with it.
Homepage takeover
	A homepage takeover ad guarantees maximum visibility of the advertiser’s message, as this ad utilises all (or a subset of) existing advertising positions on a homepage.
Wallpaper skin
	The wallpaper skin ad is displayed on a web page's left and right-hand rails. The position of the wallpaper image remains fixed when a user scrolls down the page. This format is often delivered with a leaderboard or other format (see Homepage takeover).
Floor ad
	A floor ad is positioned at the bottom of a browser window and can be expanded in response to user interaction.
In-banner video
	An in-banner video ad does not deliver a video within a video player but inside the dimensions of any display ad creative for a given position. It is possible to initiate video playback automatically, but it is recommended that the audio be started only upon user interaction.
In-read
		An in-read ad contains a video integrated into the middle of an article. The video's playback automatically starts once the creative is in view for 50%. Should the user scroll past the video, playback will be paused and resume when the video is again in view. The video disappears after completion.

Text ads

Text ads are based on text-only and can contain a graphical element. You can implement any web banner format to make a creative use of text-based call-to-action. Text ads are often alternatively delivered to users who disable their browsers to load images automatically.

You can create multiple text ad templates in Adhese.

Video advertising

Unlike in-banner video ads, video advertising is delivered through video content and viewed from a video player. It is also known as in-stream video advertising and is available in three forms: linear, non-linear, and companion ads.

Linear video ads

Linear video ads are played before, between or after the playback of video content. Linear video advertising is known to interrupt the playback of a video clip, with the linear ad taking over the whole video experience for some time. There are three distinct formats of linear video advertising:

• Pre-roll ads play before the start of the video playback;
• Mid-roll ads play during the playback of the video clip;
• Post-roll ads play after the end of the video playback.

Non-linear video ads

Non-linear video ads do not disrupt the playback of a video; they run alongside the video content within the video player for a brief period or after the user clicks the ad away. The original video content remains visible throughout the non-linear video ad, which covers a portion of the video as it plays. Non-linear video ads are typically displayed in the bottom area of a video player.

An overlay* ad* is a banner ad delivered over the video content at the bottom of the video player. The ad uses text, graphics, or video overlays to convey the advertiser's message.

Companion ads

To enhance the campaign's visibility, you can pair a linear or non-linear video ad with a companion ad that is in tune with the original video ad. A companion ad is served outside the video player's environment. Any display advertising format can be paired with the original video ad.

Any display advertising format can be paired with the original video ad.

Mobile

Suppose a user surfs the Internet with a mobile device, like a smartphone or tablet. In that case, Adhese can serve any display advertising format – whether the environment is adapted or not to the mobile user. Next to the monetisation of mobile websites, advertising within applications or In-App advertising is also possible.

Native

A native ad meets the following criteria:

• Complements the original content of a publisher as it is in harmonisation with it – forming a unified stream of content;
• The design of the site is integrated seamlessly, with the only distinctive design element being the disclosure that informs users about the sponsored content;
• Induces the same behaviour as the neighbouring content, namely linking to an on-site page;

The above three criteria provide a clear distinction between a native ad format and a traditional display banner ad. A native ad format is considered non-disruptive since it aligns with the natural form and function of the content that visitors have come to engage with.

In Adhese, you can create native ads that mimic your original content by using custom templates (see Templates).

Some formats, such as a recommendation widget or promoted posts that appear in the stream of your social networking profile, comply with the aforementioned criteria, but to a lesser extent.

Email

Concerning email advertising, Adhese can serve any web banner.

All webmail clients and the majority of desktop and mobile clients support animated GIFs. However, newer versions of Microsoft Outlook (2007+) and Windows Phone 7 do not and display the first frame of the animation instead.

Custom formats

You are not restricted to implementing display formats that follow the standards of the Interactive Advertising Bureau (IAB). Adhese serves any format that fits within your platform and does not disrupt the visitor experience, such as a wallpaper skin combined with an in-banner video leaderboard.

Industry initiatives

Coalition for Better Ads

Leading international trade associations and companies involved in online media formed the Coalition for Better Ads to improve consumers’ experience with online advertising. Advertising plays an important role in supporting valuable free content. However, consumers are becoming increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.

The Coalition researches to develop data-driven standards for online advertising. The goal is to measure consumers’ preferences about the types of ads they least prefer, to help the global marketplace take steps to deliver a better ad experience. The initial findings of the Coalition’s research have led to the development of the Better Ads Standards which identify the types of ad experiences that are deemed unacceptable by consumers. The Better Ads Standards identify the least preferred, most annoying ad experiences that are also most likely to cause consumers to adopt ad blockers.

Cross-platform delivery

It is important to reach and engage your audience on any medium or platform. However, it is essential to deliver a consistent and accurate ad experience across all your communication channels. Adhese ensures a consistent experience by delivering the right content or ad to the right visitor - regardless of platform - and manages traditional display inventory alongside mobile web, in-app, video inventory and more in a single platform. The Adhese platform is designed to work on any platform, regardless of the client's chosen operating system.

Adhese supports the following platforms:

• Websites: From single sites, such as webshops or social networks, to international clusters of corporate sites;
• Mobile
  • Mobile sites: Adhese serves ads within any mobile environment – be it a mobile-friendly, responsive or adaptive website design;
  • Applications: Standalone apps, second-screen innovations, news apps … Adhese integrates with all types of applications, both Android and iOS (or more exotic types);
• Video
  • VAST: Adhese uses the IAB's Video Ad Serving Template (VAST) protocol. VAST enables a scalable distribution of in-stream video ads across different video players. See IAB guidelines or Video ad serving for more information. However, it is not necessary to have actual video content or inventory to serve a video ad. Adhese can also serve video ads outside the context of a video player, for instance, as an autoplay video ad within a content article;
  • Video with Companion ads: Adhese can simultaneously serve any ad or content based on the video but outside of the video player – allowing for more impact and visibility of the advertiser's message;
• DOOH: Digital out of home advertising (DOOH) is the modernised, digital version of traditional out-of-home (OOH) advertising, such as the iconic digital billboards of Times Square. DOOH can be displayed on large indoor screens and handheld scanners in supermarkets, as well as on outdoor bus stops and train station platforms. It can interact with touchscreens, gesture recognition and mobile integrations. Visit the Adhese website for more information on DOOH.
• Mailing lists: Based on available profile lists, Adhese integrates with mailing lists and provides targeted solutions. Furthermore, we can modify the behaviour of a website when a visitor arrives directly from a newsletter (or any other platform);
• … and more: Connected or Smart TV, TV set-top boxes, public screens, promo tablets in stores and/or at the point of sale, your internal broadcast system, beacons, etc.

Mobile

If a user is browsing the Internet with a mobile device, like a smartphone or tablet, Adhese can serve any display advertising format—whether the environment is adapted to the mobile user or not. In addition to monetizing mobile websites, advertising within applications or In-App advertising is also possible.

Adhese can be integrated into any mobile device and platform. Be it a responsive website, an adaptive website, a native application, or a second-screen app, the setup of Adhese is platform-agnostic.

Device targeting

Adhese enables the identification of visitors across all mobile touchpoints. Adhese tracks several parameters across applications and (mobile) websites to identify the device used to engage with your brand properties.

Adhese reaches your audiences across different:

• Mobile device types, e.g. desktops, laptops, tablets, and smartphones
• Manufacturers, e.g. Apple, Samsung, and Nokia
• Web browsers, e.g. Chrome, Firefox and Safari
• and Operating systems OS X, iOS, Android, Windows, ...

For more information about mobile targeting, refer to Brand targeting.

In-app advertising

With our JSON ad serving solution, mobile ad serving is not limited to straightforward banners at the device screen's top or bottom. JSON enables you to deliver campaigns inside a mobile application, such as a full-screen splash ad or any other ad creative that fits within your app. For more information, refer to App integration.

Video

Adhese fully supports the VAST protocol, which the Interactive Advertising Bureau (IAB) released to empower video ad serving through a video platform. VAST facilitates the scalable distribution of video ads across video players from different technology vendors. By supporting VAST, ad servers can implement a single ad response format suitable for a range of different video players.

VAST

If a publisher wishes to serve ads to video players, it is necessary to develop distinct video ad tags based on each video player's technology. The IAB has created a standard for video advertising that allows for the scalable delivery of ads to video players from different vendors: VAST (Video Ad Serving Template).

VAST enables ad servers to use a single ad response format, regardless of the video player's underlying technology. The video player must be able to request and parse XML documents. In essence, XML enables VAST to serve video ads like HTML for browser-based ad serving.

Since VAST's initial release, online video technology has advanced significantly, enabling more sophisticated possibilities for online video advertising. To support this growth, VAST has been enhanced with additional features and functionality. VAST 4.0 is the current industry standard. Adhese fully supports VAST. We are fully compliant with the VAST 2.0, 3.0, and 4.0 standards and can assist you in adopting their guidelines.

VAST offers a set of features intended to make online video advertising easy.

• Platform—and device-agnostic: Nothing about the protocol of VAST is specific to the functioning of a particular device or platform. This allows Adhese to serve ads across several video players in different situations, such as websites, mobile websites and applications, Internet-connected TVs, or set-top box environments.
• **Support for different ad types: **VAST supports different video ad formats. Next to the well-known linear and non-linear video ad formats, VAST enables the delivery of companion ads, skippable linear ads, and ad pods.
• Tracking: To provide details about the delivered ads, VAST enables the simultaneous tracking of several user events related to the video ad. That is to say, VAST can tell you, for example, whether a video ad was completely viewed or if the user has muted the sound. VAST can also notify you if a user skipped a linear ad by explicitly closing it before completion or if the user clicked a non-linear ad away.
• Detailed error reporting: When a video player cannot display an ad, VAST enables the player to provide specific feedback to the ad server about why the ad can not be served.

For more information about VAST and its implementation details, click here.

Video advertising formats

Video content provides many advertising opportunities. Video advertising, also known as in-stream video advertising, comes in three forms: linear, non-linear, and companion ads.

Linear video ads

Linear video ads are played before, between or after the playback of video content. Linear video advertising is known to interrupt the playback of a video clip, with the linear ad taking over the full video experience for a period of time. There are three distinct formats of linear video advertising:

• Pre-roll ads play before the start of the video playback;
• Mid-roll ads play during the playback of the video clip;
• Post-roll ads play after the end of the video playback.

Non-linear video ads

Non-linear video ads do not disrupt the playback of a video; they run alongside the video content within the video player for a brief period of time or after the ad is clicked away. The original video content remains visible throughout the duration of the non-linear video ad, which is displayed in a portion of the video player. Non-linear video ads are typically displayed in the bottom area of a video player.

An overlay ad is a banner ad delivered over the video content at the bottom of the video player. The ad uses text, graphics, or video overlays to convey the message of the advertiser.

Companion ads

To enhance the campaign's visibility, a linear or non-linear video ad can be paired with a companion ad that is in tune with the original video ad. A companion ad is served outside the video player's environment. Any display advertising format can be coupled.

An example of a companion ad is a branded player. A branded player consists of an outer layer or skin that is wrapped around the video player.

Reporting

For reporting, VAST tracks several events that are related to the playback of the video ad and/or that are initiated by the viewer of the video:

• Impression tracking, to measure the number of times a video ad was displayed to the viewer in the video player's viewport;
• Click tracking, to count the number of click-throughs to the landing page of the video ad;
• Time progress tracking events, for example, mid-point, video ad completion, first and third quartile;
• Viewer-initiated events:
  • The viewer mutes or unmutes the sound of the video.
  • The viewer pauses the playback of the video.
  • The viewer switches the player to its full-screen mode.
  • The viewer skips the playback of the ad creative.
  • The viewer clicks a button to close a non-linear ad creative within the video player.
• ... and more

Adhese enables video reporting. For more information, click here.

Adhese SDK integration

The Adhese SDK for video advertising (JavaScript/HTML5) enables publishers to serve video ad formats. The SDK for video advertising is a JavaScript library that facilitates the delivery of VAST ads in video players. The library contains cross-domain safe methods for requesting ads from your Adhese account and convenient methods for playing and tracking video ads.

For every platform you would like us to investigate, contact support.

Glossary