{"id":680,"date":"2016-04-08T16:10:47","date_gmt":"2016-04-08T16:10:47","guid":{"rendered":"https:\/\/academy.mobidea.com\/?p=680"},"modified":"2022-01-18T15:38:15","modified_gmt":"2022-01-18T15:38:15","slug":"media-buy-traffic-direct-buy","status":"publish","type":"post","link":"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/","title":{"rendered":"Where to Buy Traffic? Direct Buy vs Ad Networks"},"content":{"rendered":"<div class=\"mobid-before-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-1737829525\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/#introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/#buying-traffic-%e2%80%93-direct-buy\" >Buying Traffic &#8211; Direct Buy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/#ad-networks\" >Ad Networks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"introduction\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You have probably already read stories about people who <strong>buy traffic on the internet<\/strong>.<\/p>\n<p>However, you feel like you don\u2019t know <em>how to start doing what they do.<\/em><\/p>\n<p>When it\u2019s time for a Media Buyer to actually buy traffic, he\/she can either buy the space on websites directly from a website owner (the publisher) or from an ad network that is the bridge between the publisher and the Media Buyer.<\/p>\n<p>As always, there are both advantages and disadvantages that come with picking each of these methods.<\/p>\n<p>Let\u2019s explore them today.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"buying-traffic-%e2%80%93-direct-buy\"><\/span><strong>Buying Traffic &#8211; Direct Buy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When you choose to <strong>buy traffic directly<\/strong>, you\u2019re basically buying your impressions in bulk.<\/p>\n<p>The first step of this process is to <em>contact the owner of the website in which you want your ads to be displayed.<\/em><\/p>\n<p>This is already a disadvantage, since you have to spend time searching for websites that interest you and you also need to contact the person\/s or company associated with the website.<\/p>\n<p>After contacting the owner, it\u2019s time to start negotiating the price.<\/p>\n<p>Naturally, the website owner will want to have as much profit as possible.<\/p><div class=\"mobid-in-content-15-p\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-3025980242\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"semrushtrialseo\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/semrushtrialseo.gif\" alt=\"\"  class=\"no-lazyload\" width=\"728\" height=\"90\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>That means the first proposed price will probably be too high for you to have profit \u2013 and it is now that <strong>you have to make use of your bargaining skills!<\/strong><\/p>\n<p>Some Media Buyers believe that the best approach is to ask the website owner to run a test on the remnant traffic, so you can study the volume of the traffic, the CTR, the conversion rate and calculate the relevant indicators, such as the eCPM.<\/p>\n<p>However, you must not forget that, if you perform a test using remnant traffic, the eCPM will be lower than if you take the highest quality traffic.<\/p>\n<p>The same happens if, during tests, you do not have all the traffic of that website but only the highest quality traffic.<\/p>\n<p>Eventually, when you do get all the traffic, your performance will be lower because <strong>you\u2019ll receive a higher quantity of low quality traffic.<\/strong><\/p>\n<p>Remember that when you do direct buy, you buy all the traffic, which means you\u2019ll have both high and low quality mixed together.<\/p>\n<p>You have to look at your test results in a critical way before buying the space on the website.<\/p>\n<p>If you decide it\u2019s worth buying, you have to negotiate a price based on the results with the publisher.<\/p>\n<p>Others reckon <em>the best approach is to be straightforward.<\/em><\/p>\n<p>That means you place the price you\u2019re willing to pay, in case you already have some <strong>information about the website\u2019s performance.<\/strong><\/p>\n<p>In the end, you\u2019ll agree on a fixed CPM rate, so you\u2019ll have an inventory that is guaranteed and reserved for you.<\/p>\n<p>The great advantage is that you cut the middle man (the ad network).<\/p>\n<p>Hence, you can make good deals at great prices that <em>are much cheaper than the ones ad networks charge.<\/em><\/p>\n<p>Another advantage is that you can find websites that relate to the product you\u2019re advertising, so you can target your visitors and improve the quality of your traffic, since you are essentially targeting the ads to a specific website.<\/p>\n<p>You\u2019ll also know exactly where your ads are being shown.<\/p>\n<p>This method is especially advantageous for advertisers <strong>who want specific exposure and have goals.<\/strong><\/p>\n<p>For example, if you have a specific offer (eg. a game) you want it to be advertised on the most relevant websites for that game, since the visitors of those websites are probably interested in the product you\u2019re advertising.<\/p>\n<p>Here, you can see an example of a single offer of a game:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-682\" src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/04\/Capturar-DirectBuy-vs-CPM.jpg\" alt=\"Capturar DirectBuy vs CPM\" width=\"227\" height=\"259\" srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/04\/Capturar-DirectBuy-vs-CPM.jpg 313w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/04\/Capturar-DirectBuy-vs-CPM-250x285.jpg 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2016\/04\/Capturar-DirectBuy-vs-CPM-120x137.jpg 120w\" sizes=\"(max-width: 227px) 100vw, 227px\" \/><\/p>\n<p>Furthermore, since you know the website where your banners will be displayed quite well, you can adjust the banners to the website layout in order to be more appealing.<\/p>\n<p>This will also help you make sure to <strong>increase the chances of conversions.<\/strong><\/p>\n<p>In addition, direct buy is generally characterized by <em>a high level of transparency.<\/em><\/p>\n<p>Indeed, while the deal is valid, you\u2019re sure to know your position, impressions, expenditures and dates.<\/p>\n<p>Another important aspect of direct buy is the minimum investment required by most publishers.<\/p>\n<p>Despite the unspoken rule that all prices are negotiable, the owners of large websites with attractive inventory will ask for very high prices.<\/p>\n<p>This can obviously be a deal breaker for <em>Media Buyers looking for small\/medium investments.<\/em><\/p>\n<p>Nonetheless, the owners of some smaller websites might agree to <strong>make a deal at more attractive prices.<\/strong><\/p>\n<p>As already stated before, direct buy\u2019s main disadvantage is that you won\u2019t be able to understand the performance in detail <em>before performing tests.<\/em><\/p>\n<p>Additionally, if the performance of the website changes during the period for which you\u2019ve bought the space, you may lose money since you can\u2019t change the deal.<\/p>\n<p>Concluding this part of our analysis, <strong>there are a couple of crucial notes that must be added<\/strong>:<\/p>\n<ul>\n<li>When buying direct or Flat deals, you book the spot for a long period. The problem is simple: if there\u2019s a change on the offer\u2019s performance you have basically nothing to do but remain with the spot and traffic that can no longer convert which means you can expect huge losses<\/li>\n<li>Booking the whole spot makes the target harder to optimize<\/li>\n<\/ul>\n<p>On a CPM\/CPC campaign created on an ad network, you can easily work on you target.<\/p>\n<p>You can cut devices, focus on specific OS, target carriers, etc.<\/p>\n<p>With Flats and Direct deals, however, <strong>you can forget about this.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"ad-networks\"><\/span><strong>Ad Networks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An ad network is the <a href=\"https:\/\/www.mobidea.com\/academy\/what-is-an-ad-network\" target=\"_blank\" rel=\"noopener\">middle man that sells you space on websites<\/a>.<\/p>\n<p>When working with an ad network you will be auctioning the space on the websites along several other Media Buyers, <em>meaning that you are in competition with them.<\/em><\/p>\n<p>With the highest bid, you\u2019ll get the first position and this is how most of them work (though some ad networks work with AdRates).<\/p>\n<p>The first position gives you the first impressions and better quality traffic.<\/p>\n<p>Even so, this doesn\u2019t necessarily mean you\u2019ll have the highest profit.<\/p>\n<p>Indeed, your profit will depend on how much you\u2019re paying, on the quality of the traffic, and on the offers\u2019 performance, so <strong>it can happen that a lower position is more profitable to you.<\/strong><\/p>\n<p>The fact that you\u2019re in direct competition with other Media Buyers implies that you\u2019re working in a dynamic and unpredictable marketplace.<\/p>\n<p><span style=\"font-size: 16px; line-height: 1.5;\">As a result, the ad inventory is non-guaranteed.<\/span><\/p>\n<p><em><strong>Related Content: <a href=\"https:\/\/www.mobidea.com\/academy\/best-ad-networks-list\/\" target=\"_blank\" rel=\"noopener\">List of The Best Ad Networks<\/a><\/strong><\/em><\/p>\n<p><span style=\"font-size: 16px; line-height: 1.5;\">Here\u2019s <strong>the logic of Media Buy<\/strong>:<\/span><\/p>\n<p><span style=\"font-size: 16px; line-height: 1.5;\">To find the right balance between what you pay and <em>the performance of the offer you\u2019re promoting.<\/em><\/span><\/p>\n<p>Whereas in direct buy you purchase impressions in bulk at a fixed price and data range, when you use ad networks you know there are no fixed deals of any kind.<\/p>\n<p>Furthermore, you have different available pricing models, depending on the ad network, and you are bidding either on impressions (CPM \u2013 cost per a thousand impressions), on clicks (CPC \u2013 cost per click) or on views (CPV \u2013 cost per view) which can allow you to better target the prices you\u2019re willing to pay for the traffic.<\/p><div class=\"mobid-in-content-15-p_2-2\" style=\"margin-top: 26px;margin-bottom: 26px;\" id=\"mobid-3914625881\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/semrush-v1\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"backlinks\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png\" alt=\"\"  srcset=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1.png 970w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-250x52.png 250w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-700x144.png 700w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-768x158.png 768w, https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2021\/03\/PD-970x250-Discover-backlinks-faster-than-ever-1-120x25.png 120w\" sizes=\"(max-width: 970px) 100vw, 970px\" class=\"no-lazyload\" width=\"970\" height=\"200\"  style=\"display: inline-block;\" \/><\/a><\/div>\n<p>In case you find a gold mine segment where you can easily have the first position and make a lot of money, this can surely be a huge advantage.<\/p>\n<p>Another very important aspect is that some ad networks provide a Smart CPM bidding option and hence the price you pay is a percentage higher (for example, 10% on <a href=\"https:\/\/www.mobidea.com\/academy\/exoclick-review\" target=\"_blank\" rel=\"noopener noreferrer\">ExoClick<\/a>) than what the person under you is bidding.<\/p>\n<p>You can check one of our previous articles and <a href=\"https:\/\/www.mobidea.com\/academy\/exoclick-smartcpm-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\">learn more about the Smart CPM tool<\/a> on ExoClick.<\/p>\n<p>On the other hand, there are some ad networks that give you the opportunity to get a flat rate for a specific website\u00a0or for <a href=\"https:\/\/www.mobidea.com\/academy\/remnant-traffic\/\" target=\"_blank\" rel=\"noopener\">remnant traffic<\/a>.<\/p>\n<p>This means you\u2019ll have all the traffic for a period of time.<\/p>\n<p>That&#8217;s essentially the same <strong>as buying it directly but with a middle man.<\/strong><\/p>\n<p>Ad networks provide this service inasmuch as this allows them to not only make more money but also make sure that the whole spot is bought.<\/p>\n<p><span style=\"font-size: 16px; line-height: 1.5;\">As in the case of direct buy, this can also be profitable for you, <em>if you\u2019re able to negotiate a good price with the ad network.<\/em><\/span><\/p>\n<p>The great advantage of using ad networks is that you can easily reach a wide array of websites and thus <strong>more audience.<\/strong><\/p>\n<p>With this kind of access to different websites, you can learn which ones aren\u2019t profitable or the ones that do bring you a lot of money.<\/p>\n<p>I&#8217;m talking about those that bring so much that it even makes sense to <strong>create premium campaigns for the latter.<\/strong><\/p>\n<p>In addition, many ad networks have programmatic buying.<\/p>\n<p>This means they use technology <strong>which allows you to optimize the media buying process.<\/strong><\/p>\n<p>This means ad networks have platforms that make it easier to set up campaigns and which give you detailed information on the traffic for each device, browser, carrier, etc.<\/p>\n<p>This ultimately allows you to effectively target and optimize your campaigns, <em>letting you cut what is making you lose money and focus on what is turning a profit.<\/em><\/p>\n<p>Even though the majority of ad networks use this type of platforms, the same does not usually apply when one buys directly.<\/p>\n<p>Nevertheless, there are some platforms, such as Shiny Ads, PubMatic or Adslot, which provide such tools \u2013 programmatic direct \u2013 where you can get traffic of a website based on the targeting you have requested.<\/p>\n<p>Compared to direct buy, the investment you need to make when getting started on an ad network is certainly lower.<\/p>\n<p>Indeed, even if you invest a low amount of money, <em>you can gather a lot of valuable information.<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In conclusion, both <strong>direct buy<\/strong> and <strong>ad networks<\/strong> have their advantages.<\/p>\n<p>Direct buy can be a good choice if you wish to advertise on specific websites.<\/p>\n<p>However, the process of contacting and negotiating a price with the publisher is time-consuming and the investment is high.<\/p>\n<p>As for ad networks, they\u2019re great if you want to get <em>a huge chunk of information with a relatively low investment.<\/em><\/p>\n<p>Moreover, ad networks allow you to optimize your campaigns more efficiently.<\/p>\n<p>If you\u2019re a <strong>beginner<\/strong>, the answer to your problems is clear:<\/p>\n<p>Check our <a href=\"https:\/\/www.mobidea.com\/academy\/ad-networks-reviews\/\">ad network reviews<\/a> and make the best choice for your needs.<\/p>\n<p>That\u2019s the only way for you to gain experience, becoming able to understand how all the parameters and <strong>different variables influence both your costs and profits.<\/strong><\/p>\n<p>Afterwards, once you\u2019ve gained the experience you need in order to feel comfortable with the whole media buying process and you\u2019ve found a great opportunity, you can get to another level and definitely <em>give flat rate or direct buy a try.<\/em><\/p>\n<div class=\"mobid-after-content\" style=\"margin-top: 5px;margin-bottom: 5px;margin-left: auto;margin-right: auto;text-align: center;\" id=\"mobid-2401189677\"><div class=\"mobid-adlabel\">Advertisement<\/div><a data-no-instant=\"1\" href=\"https:\/\/www.mobidea.com\/academy\/recommends\/banner-placement-2\/\" rel=\"noopener nofollow\" class=\"a2t-link\" target=\"_blank\" aria-label=\"da\"><img src=\"https:\/\/www.mobidea.com\/academy\/wp-content\/uploads\/2022\/09\/da.gif\" alt=\"\"  class=\"no-lazyload\" width=\"730\" height=\"90\"   \/><\/a><\/div>","protected":false},"excerpt":{"rendered":"Introduction You have probably already read stories about people who buy traffic on the internet. However, you feel like you don\u2019t know how to start doing what they do. When it\u2019s time for a Media Buyer to actually buy traffic, he\/she can either buy the space on websites directly from a website owner (the publisher)&#8230; <a class=\"view-article\" href=\"https:\/\/www.mobidea.com\/academy\/media-buy-traffic-direct-buy\/\">View Article<\/a>","protected":false},"author":8,"featured_media":681,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8972],"tags":[167,189,199,205,207,217],"learning_paths":[],"class_list":["post-680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides-tutorials","tag-ad-network","tag-cpm","tag-getting-started","tag-media-buying","tag-media-buying-basics","tag-real-time-bidding"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["en","ru"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ru":{"title":true,"content":true,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Where to Buy Traffic? 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