The new Outgoing Ads feature adds an essential component to ad buying and selling. Understanding how much of the outgoing traffic from a publisher is being sent to a paying advertiser or through a specific ad network can reveal insights like:
- The interests of a publisher’s audience based on the paid links visitors click on
- The quality of that publisher based on the types of advertisers it works with and the volume of traffic it generates
- An estimation of an advertiser’s potential spend (based on the traffic volume it receives multiplied by the estimated CPC or CPA supplied by the analyzed publisher)
Note: Data for this feature is available from October 2015 onward.
Who is this feature for?
Outgoing Ads is a great tool for media buyers, affiliate managers, advertisers, publishers and ad networks. Combining this information with other metrics in SimilarWeb PRO such as engagement rates, number of monthly visits and traffic sources, paints the picture of any site’s paid and overall digital activities and presence.
Where can I find the Outgoing ads section?
Use Case Examples:
Finding potential new advertisers:
Analyzing the New York Times’ site shows us that its main paid traffic is sent to consumer merchandise sites, specifically Clothing and Electronics. Its top paid traffic destination is to Amazon.com (probably through the Amazon ad system) but the site also works with individual advertisers like the underwear retailer Mackweldon.com.
The 7th top paid traffic destination is Lumosity.com, a puzzles site. A competitor of nytimes.com might want to investigate this further, and maybe try and sell its ad inventory to Lumosity.com or other similar sites.
Understand the ad network ecosystem:
When comparing between two major competing online publishers – nytimes.com and wsj.com – we can identify the top ad networks working with them and how much paid traffic each network owns within these publishers’ sites. This can be useful for ad networks trying to expand their reach.
In this example we see that the Amazon Ad system is more significant for the nytimes.com than for wsj.com. Amazon might want to explore its expansion options with wsj.com.
We also learn that wsj.com tends to work more with Indian-oriented ad networks such as VCommision and Google India. This is essential information for other Indian ad networks.