More and more publishers are increasing revenue streams and acquiring new users to their websites by adopting content marketing tools. Conversely, the “traffic exchange” has developed over the last few years. Companies such as Knowd, Crowd Ignite, Scribol and MGID have partnered with publishers to help increase their content.
This is a simple model that involves pooling various distinct users around a particular demo in a perfect world. All the websites involved develop their content and market it to that audience or pool. Publishers will get the opportunity to market their content via these products on niche mid-tail sites. They gain access to a smaller, and more engaged user base. Small publishers can promote their content on larger publications at scale. However, web publishers should realize that not all traffic exchanges are similar. This includes laundering out good traffic that publishers send into the platform to sell and returning lower quality traffic to participants in exchange.
Consequently, marketers have become particular about targeted audiences resulting in the scrutiny of publishers and the tools they use. Publishers need to learn how to differentiate products. They need to be careful about certain products by using best practices
Here are the facts:
It is necessary for publishers to make enquiries about who they are partnering with.