IdeasPublisher: The owner or operator of a website, app, or other digital property that makes advertising space available. Publishers provide the content or service alongside which ads may appear.
OverviewPush notification ads are short messages delivered to people who have agreed to receive notifications from a website. A visitor may see a permission prompt while browsing and choose to subscribe.
PracticeIntrusive ad formats place a message in front of, or close to, the content someone is trying to view. They can attract attention because they interrupt a visit or occupy prominent screen space.
PracticeSearch and contextual advertising can both reach people who are interested in a subject, but they do so in different ways. Search ads appear in response to a query someone enters.
OverviewProgrammatic advertising uses software to buy and sell advertising opportunities. In real-time bidding, often called RTB, an individual opportunity to show an ad can be offered and evaluated while a page is loading.
OverviewBuying paid traffic can mean working through a platform, relying on a human account manager, or arranging a placement directly with a publisher.
PracticeCheck whether reported clicks produce matching page loads. A click without a corresponding load may point to tracking gaps, accidental taps, or traffic that does not reach the destination
PracticeInvalid traffic is activity that does not represent a genuine, intentional visit or ad interaction. It can come from automated programs, known as bots, as well as from people whose actions do not reflect real interest.
PracticeA creative should suit the way an ad appears, not simply be resized to fit. A push notification, a native placement, a pop-style ad and a banner each give people different amounts of space and context.
PracticeTargeting a country or region is only part of audience setup. The language of the ad, landing page, form, and follow-up content should make sense to the people who see them.
PracticeDevice targeting lets an advertiser choose which kinds of screens can receive an ad. The broadest distinction is usually desktop versus mobile, though some platforms offer more detailed device categories.
PracticeAn unfamiliar traffic source may offer reach through push notifications, native placements, pop formats, social ads, search, contextual inventory or programmatic exchanges.
PracticePaid campaigns can spend unevenly: a large share of the budget may go out early, certain placements may absorb spend without useful engagement, or the same person may see an ad repeatedly.