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Targeting

Targeting makes it possible to optimise the performance of a campaign by tailoring the delivery of a campaign to a visitor's profile - where relevance is key - or to other relevant parameters. Adhese enables targeting based on both standard and adjusted parameters. You can use each request parameter as a targeting variable. Multiple targeting variables can be used in combination.

During the implementation process of your Adhese account, you will need to consider which variables or parameters you would like to use for targeting purposes. You can add additional parameters to your account at any time.

A request can have targeting parameters at three different levels:

  1. as a parameter in the request itself,
  2. as a value in the cookie, or
  3. as a value at the server (identification will happen through a unique key or session).

A request can combine the above three methods.

GDPR: Remember that the unique identification of visitors and storing 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 help and advise publishers herein. More on user privacy is available in the GDPR section of the documentation.

Relationship between targets: Targets in different target groups have an AND relation, while targets within the same group have an OR relationship. To create an AND relationship between targets in the same group, make an additional target in the admin screen that includes both target codes (first_target&second_target). The same can be done for negative targets (!first_target&!second_target).

New targets & forecasting: New targets lack forecast data and are therefore best used in combination with the SOV setting. When used with the auto setting, the system will try to calculate an estimated share. With many competing bookings on that same target, however, it is likely that only some bookings will receive a share. The other bookings will only start delivering once forecast data is available, which can take up to two weeks.

Managing Targets

Important rules to keep in mind when working with targets:

1. The code cannot contain any punctuation. The only exceptions allowed are an underscore (_), an ampersand (&) (to add two or more codes in one target), and an exclamation mark (!) (for negative targets).

2. Using a '-' will cause problems in the backend (rotation file) once the target is used in a booking

3. Targets have a character limit of 40. If a single target would exceed 40 characters, consider using advanced targeting.

4. Target names can't contain any (.)'s

To manage targets in Adhese, click the Targets - Manage targets link in the administration screen. The following screen is then displayed:

Schermafdruk van 2024-10-29 09-37-48.png

The screen is divided into two parts:

  • Select target types on the left side

  • Add new target and Target values on the right side

The Select target types part shows all the available target types and indicates whether they are editable or not. Ticked boxes are editable. Empty boxes are not editable. When you select a target type, the colour changes from yellow to orange, and your selection is displayed in the Add new target/target values part of the screen.

Click Add new target if you want to add a new target. To add a new target, fill in a name, give it a code and hit the Add Target button.

The code has to be unique to be accepted by the application.

  • a search box
  • a back and next button showing the number of pages for this particular target
  • a checkbox to hide or show inactive entries.

The list can be sorted by clicking the #, name or code.

You can edit the name of each target. After editing, you can save your changes by clicking the save button.

To deactivate a target, simply click on the deactivate button. Once deactivated, the button's label will change to activate.

To find out more about how targeting can be used within a booking, see the Targeting section of the Bookings page

Negative targeting

As explained in the introduction on this page, you can use a request parameter as a targeting variable. You can also reverse this logic by using a parameter to exclude bookings targeted by it. For instance, a negative target could be 'all countries except Belgium'.

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

Joining targets and negative targets

You can join two targets in an AND relation by creating a combined target with '&'. To do so, follow these steps:

  1. Make sure both targets already exist within the relevant target category (ex. "code1" and "code2")
  2. Create a new target, give it a name and join the two target codes with & (ex. "code1&code2")
  3. You can now select the combined target in the target category in the booking header screen. When selecting the combined target, both values (code1 AND code2) will need to be present for the booking to be delivered

You can also exclude delivery when a certain value is present by creating a negative target with '!'. To do so, follow these steps:

  1. Make sure a positive target already exists within the relevant target category (ex. "code1")
  2. Create a new target, give it a name (ex. Not Code1) and exclude the value with ! (ex."!code1")
  3. You can now select the negative target in the target category in the booking header screen. When selecting the negative target, the booking will not be delivered if the excluded value is present

Combined targets and negative targets can also be combined. If you want to deliver on a broad target within a category but you want to make sure you exclude a certain value, you can join the positive target with a negative one:

  • For example: You want to deliver on code, which includes code1, code2 and code3, but you want to exclude code 2. You can join the targets like this: '!code2&code'Schermafdruk van 2024-10-01 17-01-11.png

Note that when combining a negative with a positive target, '!' must be the first character.

Targeting options

Contextual targeting

Contextual targeting ensures that a booking is relevant to the content of the website. 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 example, if a visitor is reading a movie review, Adhese can show a booking from a nearby movie theatre that is playing the same 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, and weather can be used. Imagine an advertiser who sells tyres. They could change the content of the creative based on a weather forecast for the visitor's location. This targeting method is custom-implemented per client.

Competitive exclusions

Campaign variables can be used to ensure that certain bookings are not served together simultaneously. This feature is similar to our delivery multiples solution, but it is relevant to the campaign level.

For instance, you can opt not to deliver bookings from the same client or two competitor companies, such as car manufacturers, at the same time. If you are interested in this custom feature, please contact us.

More targeting options

To learn more about the various targeting options in Adhese, consult the following pages:

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