Adhese Contextual
Contextual advertising
Adhese uses several means to offer contextual advertising to its clients.
Besides basic spider capabilities to determine the context of a page, custom tags can be created that check for elements available on a page for each request.
In a cascading structure, priorities of available contextual elements can be used to target campaigns. Adhese logs and analyzes all the elements and provides insight and forecasting for its users.
These insights then lead to the definition of specific channels available for targeting.
Nieuwsblad.be
''Het Nieuwsblad' - one of Belgium's leading newspapers - uses Adhese not only to manage their complete online advertising workflow, but for contextual advertising on their regional pages as well.
All regional content that appears on the site is tagged by journalist with a ZIP code of the town the content relates to. Based on that ZIP code, Adhese targets different ads.
Nieuwsblad's sales teams contacts advertisers for ads on specific regional editions of their newspapers. With the new Adhese capabilities, they also sell online ads for the same regions.
For each defined context (in this case zip codes and their regrouping into custom regions), Adhese offers daily updated forecasting.