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


Posted by AdEx Network on July 17th, 2020


There are some major improvements we have made to campaign targeting for advertisers. In this blogpost you can learn more all of those and how they will impact advertising campaigns.

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, we are 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.

02 adex new targeting audiences

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.

03 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.

We are 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).

04 AdEx new targeting categories

Publisher lists

We often get asked for a list of publishers - and we 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).

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).

06 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.

07 AdEx new targeting utms

CPM Ranges

The CPM used to be a set amount but now it will be range. We 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.

08 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. We are using the categories prescribed by the Interactive Advertising Bureau (IAB).

We 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).

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