Frequently Asked Questions

No, we don’t require you to learn a new platform. We push data directly to your existing campaign management systems, keeping everything in one place. Even if we don’t have a direct integration with your preferred DSP or SSP, we can share data with most major platforms via PMP/Deal IDs.

Can you give us targeting advice?

Share your campaign brief, and our experienced team will help you with suitable targeting recommendations.

Which contextual segments should I use to reach my audience?

Tell us about your target audience or the context you want to be seen in, and we’ll guide you through selecting the appropriate segments.

Do you offer custom segments?

Yes, we can create bespoke segments within 2 work days of receiving your brief—often sooner.

Can I create my own segments?

Send us your campaign specifics and we can do it for you.

What is your pricing model?

We use a CPM model for the data overlay charging per 1000 impressions.

What’s the floor price?

We work with dynamic floor prices where the cost for our data lies on top of the publishers. The clearing price varies between markets and publishers, reach out if you need bidding advice.

Are you an alternative to Grapeshot?

Yes, we offer a similar service to Oracle Grapeshot but with a different approach. We don’t rely solely on keyword targeting, and we push our data directly to your existing campaign systems. Contact us to explore your options.

Where do you fit in the LUMAscape?

As data suppliers and curators, we provide targeting data for programmatic ad buying and selling.

What markets do you operate in?

Our segments are available across most major European markets, with more languages and regions being added. Contact us if you don’t find what you’re looking for, we may have segments ready that are not yet public.

What websites do you work with?

We work exclusively with white-listed, quality-approved publishers that meet our strict vetting criteria, including responsible editorial oversight and avoidance of fraud, disinformation and hate speech. Contact us to view our full site list.

Can I customise the site list or use a blocklist?

Yes, we can also customize it to your liking through the SSP. However, we recommend using our full site list for best reach.

What does the language code in your segment taxonomy mean?

Our segments are designed with market- and language-specific approaches.

For example, if running a campaign in Germany, choose a segment with “DE” (“Aeterna DE | Automotive”). Segments without a language code include all languages but can be geo-filtered for specific markets.

How do I know where my ads will appear?

We prioritise transparency. Contact us to receive the targeted URLs for the desired timeframe.

How do you ensure Brand Safety?

Each of our standard segments is equipped with tailored brand safety filters appropriate for the specific topic, ensuring relevant context while maintaining reach. We categorize content only on whitelisted websites, ensuring your message will appear in reputable environments. If you have specific brand safety requirements, please contact us to customize the settings to meet your needs.

Can I run video ads with you?

Yes, we support both in-stream and out-stream video formats.

What are the USPs?

Relevance and Timing: Ads are shown to users when they consume related content, increasing the chances of engagement and conversion.
Privacy Compliance: Unlike behavioural advertising, contextual targeting doesn't rely on tracking user data across websites, making it more privacy-friendly and compliant with regulations like GDPR.
Brand Safety: Ads are placed in relevant and appropriate contexts, reducing the risk of appearing alongside inappropriate or harmful content.
Enhanced User Experience: Ads that match the content a user is viewing are less intrusive and more likely to be perceived as helpful or relevant.
Flexibility: Easier to adapt and optimize campaigns based on the content landscape without needing extensive user data analysis.
Broader Reach: Target audiences who don’t accept tracking and are interested in specific topics rather than relying on past behaviour, which may not always be indicative of current interests.

How should I measure my campaign, which KPIs should I look for?

View-Through-Conversion is a good metric to keep an eye on. With contextual targeting your ads will appear in an environment where the user is engaged in the content on the page. The users will receive your message but may not stop reading to click a banner, instead they look it up later.

Brand Lift increased brand awareness, perception, or purchase intent after being exposed to your ads. We offer brand lift studies, get in touch to learn more.

How do I set up a campaign using Equativ?

Our extensive list of public categories (segments) is available to all users of the Equativ platform. They can be found in their user interface under Media planning: Data marketplace: Semantic and performance segments: Aeterna Labs (Adlede).

How do I set up a campaign using Pubmatic?

When choosing targeting for a Pubmatic deal, go to Targeting: Audience: Audience Type: Contextual: Provider: Aeterna Labs (Adlede).

How fo I set up a campaign using Xandr?

To use our categories (segments) in Xandr, please get in touch with us and share your Seat ID and what categories you want us to share with the seat.

I am a publisher, can we work together?

Sure, read more about how we may work together here.

How is the classification done?

We use several different classification techniques to achieve large-scale time-critical classification. One is called topic modelling; you can read more about that here.

Still have questions? Get in touch!