• S

    Sumit Bera

    The New AdEx Targeting: Publisher Lists, CPM Ranges And More

    Adex Release

    There are some major improvements AdEx team has made to campaign targeting for advertisers. In this blogpost you can learn more all of those and how they will impact advertising campaigns. AdEx Network is a new-generation solution aiming to address and correct some of the most prominent inefficiencies of the online advertising industry: user privacy misuse, ad fraud, lack of transparency in reporting, etc.

    Targeting per campaign

    One of the changes is that targeting (audiences) is no longer set when creating an ad unit, but instead is determined when creating a campaign, applying to all ud units included in it.


    With this update, AdEx introducing saved audiences. You can create these from scratch, or save them from a campaign that’s performing well. You can also create a new saved audience from an existing audience, and launch a campaign straight from a pre-defined audience.

    Adex new targeting audience

    Changes to audience options

    The targeting itself has been hugely improved. You can now define your campaign audience (ot who will see your ad) by specifying following parameters:


    Here you can either choose to specifically target or exclude countries individually, or you can select them grouped in tiers from 1 to 4 based on the quality of the traffic. You can read more about the tiers in our Help Center.

    Adex new targeting locations


    Publishers can no longer select tags themselves but are automatically categorized based on the content of their website(s). You can think of these categories as of interests or affinity groups.

    AdEx is using the categories prescribed by the Interactive Advertising Bureau (IAB). Advertisers can select either one, multiple or all categories to either target or specifically exclude from their audience (or campaign).

    adex new targeting categories

    Publisher lists

    AdEx team is often get asked for a list of publishers - and they are happy to announce that advertisers can now select specifically on which publisher websites their ads can or cannot show. Similar to categories, advertisers can choose a single publisher, multiple or all. If you select only certain categories, then you can only select from the publishers in those categories (and the ones outside of them will be greyed out).

    adex new targeting publisherlist

    Advanced campaign parameters

    Three new options are introduced as well in order to optimize the campaign budget even further.

    When creating a new campaign, advertisers have the option to include or exclude incentivized traffic; to disable frequency capping which is activated by default (and it means to limit how often a user will see the ads from the campaign); as well as to limit the average daily spending (so that the campaign budget doesn’t run out sooner than planned).

    adex new targeting advanced

    UTM Tracking

    Previously UTM tracking was determined on ad unit level. Following the changes, UTM tracking tags are added when creating a campaign. You can read more about UTM tracking in our Help Center.

    Additionally, there is a new option: Add UTM Source with publisher address. This will allow you to see which websites in particular are the sources of the traffic, not only that it has come via AdEx Network.

    Adex new targeting utms

    CPM Ranges

    The CPM used to be a set amount but now it will be range. AdEx team will recommend a minimum and maximum based on the targeting selected but you can adjust it yourself when creating the campaign.

    The range will help you optimize your spend - our platform now automatically assigns a weighted CPM depending on the quality of the traffic/publisher, the country tier of the generated impressions, etc.

    adex new targeting cpms

    Changes for publishers

    Publishers will no longer be able to select tags themselves. Websites will now be automatically categorized based on their content. You can think of these categories as of interests or affinity groups. AdEx is using the categories prescribed by the Interactive Advertising Bureau (IAB).

    They are also introducing advanced options for newly created ad slots: Publishers can either select the minimum CPM for the ad slot themselves or select for it to be automatically set based on recommendations for the category they fall in.

    Additionally, publishers can select whether they would like to display ads with adult content or not (if such ads are available).
    Register an account with AdEx Network today: https://platform.adex.network/#/

    The content of this article is for informational purposes only and should not be construed as investment advice. We ask you to do your research.