Adhese Gateway

Responsible Programmatic and Direct

Adhese Gateway (publisher side) and Adhese Dale (advertiser side) offer a digital advertising platform where efficiency, auditability and control are central. Publishers decide who gets access to media and data, they set the rules. Buyers benefit from accountability, transparency and flexibility.

The platform can be used for identity-based and anonymous advertising, depending on the legal and technical options for each pageview or ad impression. It supports web, mobile, audio, video, in-app, tv and outdoor, covering 100% of the media inventory and operates with any type of identifier.

At Adhese, we believe firmly in respect for the user and her/his privacy. Our software stack was designed with GDPR in mind, defaulting to operating fully anonymous when no consent information is passed at request-level.


We link demand and supply in the most efficient way possible, with direct connections to multiple SSPs, DSPs, agencies, ... for any type of inventory.

You stay in charge of the contracts and develop the business; we lay the shortest supply path possible.


Every bid and every connection is fully auditable, enabling you to analyse all data that goes through the bidstream.

Daily detailed reports are made available through various dashboards as well as via API.


Do you want to offer a specific set of DMP segments to one selected buyer? Create a direct connection with an advertiser?

Through Gateway, you can configure any connection you want, executing your commercial agreements in real-time.

Learn more about Gateway Features

Learn more about Direct Ad Server Features

The HotWired homepage in 1994

Since the first banner on HotWired in 1994, advertising technology has always been stitched together inside the browser, usually through lots of Javascript code. We believe this is an inefficient and risky approach that holds back the digital advertising industry as a whole. Adhese Gateway chooses radically for server-side technology, for efficiency and auditability.

Efficiency and Performance

Screenshot of a Gateway Report Page
Screenshot of a Gateway Report Page

With the introduction of header bidding, publishers have to deal with ever more active scripts inside their publications, both on web and in-app. All these pieces of code need to be tested and maintained and can interfere with the overall user experience. They also rely entirely on the power of the client device and its connection to the internet.

This is a very inefficient approach that makes the user experience and advertising revenue very unpredictable and hard to monitor. Deploying new partners, running rich media formats, all changes depend on manual interventions of multiple teams that are not always aligned, leading to many lost campaign opportunities.

Keeping track of things is not easy either, as reporting often depends on merging many sources, all measured with different methods. To maintain a centralised overview, publishers have to deal with various levels of granularity, missing data and hard to verify trackers that might differ on all platforms and devices. This leads to incomplete reporting and flying blind on sometimes large parts of a media inventory.

Response speed comparison between short path supply (avg. 20ms) and traditional path (avg. 145ms)
Speed comparison between short path supply (avg. 20ms) and traditional path (avg. 145ms)
Going Server-Side

By using a server-side platform, a uniform digital media inventory becomes accessible. Operations run smoothly through centralised configuration and standardised client implementations.

Webpages and apps are updated one time only and according to any editorial conditions that have been agreed.

All further configuration and operational work is done through a single server application that can be updated at any time, so the time to market for any new offering dramatically increases.

Commercial teams get access to granular and uniform data across markets and devices. They can monitor spend for specific advertisers, follow-up on deals, analyse results and compare across multiple years of data. Through various APIs and dashboards, they can even share that data with their customers.

Learn more about Gateway Features

Learn more about Direct Ad Server Features

Article by CNIL
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Legal Compliance and Auditing

In a typical header bidding setup, it is not uncommon to have 20 or more scripts accessing the page. These scripts are bound by a DPA between the publisher and the vendor and should normally only operate if consent is obtained in a legal way.

However, there is no way for a publisher to control what really happens, although he is responsible for the data collected on his media. Often cookies are dropped that allow the owners of the script to track users across multiple websites and create profiles that can be used for various purposes.

Publishers cannot audit this process at all but are still taking the blame if things go wrong. According to GDPR, they must protect a customer's data, give her/him insight in that data, and be able to remove any data when requested by a user. Due to the distributed nature of today's programmatic market, this is simply not possible.

When going for a centralised server-side solution like Adhese Gateway, a publisher takes a first step towards a more compliant setup.

Only one script is implemented in the website or app, and the publisher fully controls it. All programmatic bids pass through an Adhese instance, where publishers can set various rules to mitigate their legal risk. They can choose to only work with included and known partners and granularly configure which data can be shared with these partners.

They can audit the full bidstream at any time and verify compliance for each connected partner. When adding open market demand to their stack, they can opt to limit the possible markup sent by a bidder.

All these features create an environment that makes the advertising setup predictable and manageable. This increases efficiency, ensures a streamlined user experience and mitigates legal risks for publishers and buyers.

Learn more about Consent and Cookieless Advertising