Distribution Channels

SOCIAL NETWORKS 

Social networks include any channel with the ability to engage with content outside of directly clicking on the link (i.e. like, comment, share).

 

FACEBOOK

Facebook is a targeting behemoth that allows for advertisers to optimize based on audience, interests, location, demographic, behavior, and device, etc, and it is far and away the best platform for generating engagement, traffic, and earned media. It allows you to place advertisements in the Newsfeed on both both mobile and desktop, in the right-hand column on the Newsfeed, via its mobile Audience Network, or on Instagram. Ads can link to articles and run in-feed video.

Targeting capabilities: Audience, interests, location (including cities, zip codes, and DMAs), demographic, Custom Audience (such as those based on website traffic or those on email lists), Lookalike Audience, behaviors, and device, amongst others.

Metrics tracked by network: CPC, CPA, impressions, spend, CTR, ad set, video views, time of engagement, and performance by demographic, by ad set, by ad placement, and by campaign.

Tracking parameters: Can support any static tracking parameters appended to links. Does not support impression trackers.

 

LINKEDIN

If you're trying to get your content in front of a business-focused audience, there's no better platform than LinkedIn. After all, it's a service that runs your advertisements in the feeds of business professionals looking to network and stay informed in their career field.

Targeting capabilities: Job title, job function, industry, location, company size, company name, seniority, age, gender, LinkedIn Groups, member skills, member schools, degrees, and field of study.

Metrics tracked by network: Impressions, clicks, average CPC, average CTR, average CPM, total social actions, total engagement, and average engagement.

Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

STUMBLEUPON

StumbleUpon lets users surf the best of the web by “stumbling” to sites that match their interests. By targeting these interest verticals, this network gives advertisers an easy and efficient way to predict which content will be successful. It also rewards the most successful content by pushing it through their organic channel, which allows for a lot of opportunity for earned media.

Targeting capabilities: Age, gender, location, device type, and interest.

Metrics tracked by network: Paid visits, unpaid visits, earned visits, approval score, and engaged time.

Tracking parameters: Can support any static tracking parameters appended to links. Does not support impression trackers.

 

TWITTER

Twitter features a self-serve advertising platform that allows advertisers to feature Promoted Tweets, Promoted Accounts, and Promoted Trends. Ads run in-feed on the social network. It is a good network to drive engagement and allows for audience to join the conversation.

Targeting capabilities: Device type, OS type, mobile carrier, WiFi users, location, gender, events, language, keywords, interests, usernames, installed apps, and Tailored Audience (based on website traffic or email list).

Metrics tracked by network: CPC, CPA, CTR, impressions, cost per lead, and cost per follow.

Tracking parameters: Can support any static tracking parameters appended to links. Does not support impression trackers.

 

CONTENT RECOMMENDATION NETWORKS 

Content recommendation networks are channels where the only activity a user can do is directly click on a link.

 

ADSNATIVE

AdsNative is a platform that serves advertisements at the end of pieces of content or through a recommendation widget. Users can optimize for CTR and CPA through AdsNative.

Targeting capabilities: Content, device type, and location (country, states, and DMAs).

Metrics tracked by network: Impressions, clicks, CTR, conversions, and video views.

Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

OUTBRAIN

Outbrain is a content discovery platform. Their widgets are hosted on their partner publisher sites and suggests content to like-minded audiences. It's both a managed and self-serve platform.

Targeting capabilities: Demographic, device, interest, publisher, and geo-targeting restricted by IP address.

Metrics tracked by network: Impressions, clicks, CTR, geographical distribution, referring publishers, and device distribution.

Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

SHARETHROUGH


Sharethrough does Iin-feed native ads similar to TripleLift, though with a stronger focus on mobile inventory and 100% viewability across a premium publisher list.

Targeting capabilities: Geotargeting, Site targeting, 1st and 3rd party data, User, Device, Time, Browser, White/Black List. 


Metrics tracked by network: Spend, impression, clicks, CTR, performance by site, CPM, CPA, ROAS. Performance by time of day, day of week, geo, publisher.


Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

TABOOLA

Taboola is a content discovery platform that recommends editorial and sponsored content across many of the world's most sought-after publishers. It operates in the same way as Outbrain.

Targeting capabilities: 1st and 3rd party audience data, and context-based.

Metrics tracked by network: Spend, impression, clicks, time by article, campaign, or day.

Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

TRIPLELIFT


TripleLift is an in-feed native advertising platform. They serve ads across a vast network of publishers, but the ads are shown in the middle of content feeds, rather than relegated to the bottom of an article or the side of a page. TripleLift utilizes specialized computer-vision technology that can place a single creative across a vast array of creative sizes.

Targeting capabilities: Geotargeting, Site targeting, 1st and 3rd party data, User, Device, Time, Browser, White/Black List. 


Metrics tracked by network: Spend, impression, clicks, CTR, performance by site, CPM, CPA, ROAS. Performance by time of day, day of week, geo, publisher.


Tracking parameters: Can support any static tracking parameters appended to links. Does support impression trackers.

 

YAHOO GEMINI

Gemini is a marketplace that brings mobile search and native advertising together under the Yahoo umbrella. All advertisements, therefore, run in-feed on Yahoo's homepage or their search network.

Targeting capabilities: Location, age, gender, interests, website, and custom audience (based on web traffic or email lists).

Metrics tracked: Clicks, impressions, views, CTR, average cost, and average position.

Tracking parameters: Can support any static tracking parameters appended to links. Does not support impression trackers.