Good news for users and advertisers on Tweakers: soon the platform will become completely third-party tracking-free, a win-win situation. We’d like to tell you what that change means, so read on quickly.

First of all, we outline the near future and in it there will be no more third-party tracking cookies. The era of ruthlessly collecting large amounts of (privacy-sensitive) data is coming to an end and that is a good thing. Personalization is valued by many users, but the line between a good user experience and stalking is wafer-thin in some cases.

A large number of Internet browsers have therefore already banned third-party tracking, and Google has announced that Chrome (accounting for two-thirds of all users worldwide) will also follow suit from the end of 2023. So in a sense, Tweakers is preparing for a cookie-free future.

 

But it’s not 2023 yet, why are you doing this already?

In short, it is only a matter of time before third-party tracking cookies disappear completely. We would rather choose to change course in time and include our advertisers in this than have advertisers be overwhelmed by a sudden change in 2023.

First of all, we think about our users: privacy and protecting data are of paramount importance to them and third-party tracking simply does not fit in anymore. On Tweakers, most desktop users and more than a quarter mobile users use an adblocker. Not because they have problems with ads, but merely with the tracking that is involved.

A shame, because that way they can’t be reached by advertisers. For the loyal tweakers community, we like to be at the forefront of developments and by providing a third-party tracking-free platform, we expect to see a decline in the use of adblockers.

 

Win-win situation

And that’s not all, because with this change we are focusing entirely on contextual advertising. Tweakers is a platform with great contextual relevance, so the transition to tracking-free will not affect the performance of your ads. The performance is and will remain linked to the contextual relevance of Tweakers and not to the use of cookie segments and third party tracking.

In fact, thanks to the expected decrease in adblocker use, you can appeal to a larger audience. In other words, the same good performance, with an increase in reach/scale!

 

So not much actually changes?

Advertising on Tweakers will remain largely the same as it is today. We will continue to offer the same banner positions with the same banner formats. The possibilities to target specific pages, product categories or keywords remain unchanged. Of course you will continue to receive reports with impressions and clicks.

In short, all campaigns as they are currently running on Tweakers will continue, although in some cases the material will have to be delivered differently.

 

OK, but what does change?

The main difference from the current situation is that advertising material can no longer be served from the advertiser’s server or an intermediary engaged by the advertiser. The user then makes direct contact with the advertiser’s server. And can then be traced.

Therefore, all ads will henceforth be served from Tweakers’ own ad server, for which we will use Adhese’s technology. Therefore, we must receive the actual ad material.

 

Questions

Below you will find the most frequently asked questions on this topic, organized into categories. We will keep you informed about changes and updates in the near future. Would you like to read more about the cookie-free future, its consequences and alternatives? We are happy to share our knowledge with you on DPG Grow. If you still have a question or cannot find your answer, please contact your contact person or via salesit@dpgmedia.nl.

 

FAQ

  • How do I submit banner ads?
  • My ad material is now a (Javascript) tag, now what?
  • I would like to use ads with dynamic content?
  • I would like to purchase programmatic?
  • What ad delivery platform will you use?

How do I submit banner ads?

Impact on current campaign during transition
Banners can be delivered in three ways in the new situation:

1) An image (JPG, PNG, GIF) with associated link
2) An HTML5 creative
3) A video file (MP4) for in-read video ads

What is not supported is;

1) Javascript tags
2) Other types of tags originating from third-party servers

No external Javascript may be used within the HTML5 creative and no externally hosted elements may be used (e.g. Google Fonts). All elements used must be present within HTML5 ZIP file.

If you as an advertiser want us to record and measure clicks from HTML5 banners, which you use standard clickTags (see here for more details).

If you want to measure the impressions in your own system, the URL for the measuring pixel must be supplied separately. We will call it server-side.

If your material is fully suitable (read: you already advertise with an image or HTML5 creative without third-party tracking), we will transfer the campaign one-to-one and you don't have to do anything. Otherwise, we will contact you in time.

View the overview of technical specifications here.

My ad material is now a (Javascript) tag, now what?

Underlying material is almost certainly an HTML5 creative. Ask the agency that created the creatives to deliver the underlying creative (as a ZIP file). The delivery will be done by Tweakers' own ad server.

I would like to use ads with dynamic content?

For this we offer possibilities in cooperation with our partner Adhese. Please contact your Tweakers account manager who will put you in touch with the right person within Adhese.

I would like to purchase programmatic?

In principle, we do not support this (anymore), but through a number of SSPs (including Adform) it is possible to connect programmatic ads without third-party tracking to Tweakers. The possibilities in terms of targeting are more limited than with direct buying. Please contact your Tweakers account manager for more information.

What ad delivery platform will you use?

Within this project we are making the switch from Google Admanager to the software of the Belgian company Adhese. Adhese offers us the possibility to use an ad server hosted on our own domain, which can operate completely free of cookies and third-party tracking.

Adhese's functionality is similar to other advertising platforms like Google Admanager and Xandr. However, the choice of Third-Party Tracking does create some limitations, as described in this FAQ.

  • What happens to campaigns that are still running at the time you switch to tracking free?
  • These changes fall exactly in the period of my campaign. How can you help to keep / get the campaigns running well?

What happens to campaigns that are still running at the time you switch to tracking free?

For campaigns where you already provide the material directly (such as images or as HTML5 creative) nothing changes at all. Of course, the reports from Adhese do look different than those from Google Admanager. But they contain the same information.

These changes fall exactly in the period of my campaign. How can you help to keep / get the campaigns running well?

We will be rebooking campaigns, but obviously reporting will come from a different system from the transition.

  • What are the (im)possibilities in terms of frequency capping?
  • What are the (im)possibilities in terms of contextual targeting?
  • What are the (im)possibilities in terms of geo-targeting?

What are the (im)possibilities in terms of frequency capping?

Frequency-capping is only possible for the portion of visitors who accept the first-part identifier of the ad server in the new Tweakers cookie notification. It is expected that about 75% of the visitors will accept this. For users who do not accept cookies, frequency capping will not work. So for a minority of visitors, your banner may be shown a little more often than desired.

What are the (im)possibilities in terms of contextual targeting?

As now, it is possible to target campaigns on specific product categories and keywords. Nothing will change in this respect. For visitors who accept the first-party identifier of the ad server (expected to be around 75% of the visitors), it is also possible to reach people who have visited pages with a certain category / keyword on other pages on Tweakers (so-called audiences). This is also identical to the current situation.

What are the (im)possibilities in terms of geo-targeting?

It is possible to reach only Tweakers visitors from the Netherlands or Belgium. We do this based on the country's site setting.

  • How can I be sure that the numbers you report are correct?
  • Are daily reports a possibility now that I can no longer track the results myself?

How can I be sure that the numbers you report are correct?

A good relationship with our advertisers is of vital importance to us. So it is also in our interest to deliver accurate reports, you can trust us.

It is also possible to use our own measurement pixels, which we do call server-side. If desired, our process, for which we use the technology of Adhese, can be audited.

Are daily reports a possibility now that I can no longer track the results myself?

We can set up automated reports and send them at the desired frequency. In addition, there are dashboards available where you as an advertiser can log in to view the results of the campaign. We report on a.o. impressions, clicks and viewability. If other services are desired, please contact your Tweakers account manager or directly salesit@dpgmedia.nl and together we will explore the possibilities.

  • How does this affect targeting?
  • Can I still set up a relevant campaign at Tweakers without retargeting and the available inventory by keyword?
  • So how can I reach the most specific audience possible?

How does this affect targeting?

Targeting specific users around contexts on Tweakers is still possible, this does not change. Retargeting on Tweakers is not and was not allowed in the past.

Can I still set up a relevant campaign at Tweakers without retargeting and the available inventory by keyword?

We expect to retarget around 75% of users within Tweakers by keyword. In addition, we are working hard on other opportunities to increase inventory within valuable contexts.

So how can I reach the most specific audience possible?

Tweakers offers the possibility to target by product categories and keywords. For instance, it is possible to target contexts like "laptop", "televisions", "apple", "it pro". When you are looking for people with a specific interest or intent, contact your Tweakers account manager and together we will look at the possibilities.

  • What percentage of users do you expect to reach after this change?
  • Why do you choose not to follow the market standard?
  • Does this policy also apply to Belgium?
  • Does this policy have any implications for the featured shop (currently and for the time being also running through DFP)?
  • Is it still possible to determine SOVs?
  • What are the implications of this transition on the inventory checks previously done for current campaigns?
  • Does this policy also apply to Hardware Info and Bestgetest.nl as other techtitles?

What percentage of users do you expect to reach after this change?

We aim to at least halve the number of users using an adblocker.

Why do you choose not to follow the market standard?

Tweakers has a special target group that is very sensitive to privacy issues. Our tests show that more than 27% of visitors would refuse everything when using a standard TCF 2.0 cookie wall, quite apart from the fact that more than half of the users use an adblocker. With this step, we are convinced that we can make our community happy and thus this valuable target group also available to you as an advertiser.

On top of that, the martk standard (TCF cookie walls) has now been declared illegal by the Belgian authorities and is also under fire in other countries. The internet world is rapidly transforming into a cookie- and trackingfree world. We are taking a leading role in this.

Does this policy also apply to Belgium?

This new policy applies to all of Tweakers, i.e. the Netherlands and Belgium.

Does this policy have any implications for the featured shop (currently and for the time being also running through DFP)?

The featured shop will also run through the new Tweakers ad server and will not change functionally from the current situation.

Is it still possible to determine SOVs?

Yes, no problem

What are the implications of this transition on the inventory checks previously done for current campaigns?

That's an exciting one, because a new system can only make inventory forecasts once it has been up and running for quite some time and has sufficient historical data. We are assuming that the switch will have a positive and certainly not a negative impact on inventory. This will allow us to maintain the current forecasts.

Does this policy also apply to Hardware Info and Bestgetest.nl as other techtitles?

Hardware Info and BestGetest will not join immediately, but will follow later. If desired, we can still deliver the campaign for specific parties via Adhesis on Hardware Info and BestGetest (by placing an Adhese tag in Google Admanager).

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