What are sub-publishers?

Sub-publishers are third-party groups who provide traffic to other, larger publishers, who then sell this traffic to advertisers. Sub-publishers don’t deal directly with advertisers in this arrangement.

If an advertiser wants to run campaigns on a specific traffic source that isn't owned by the publisher they're working with, then that traffic can still be bought. This is possible because sub-publishers are indirectly providing a traffic source to a client via another publisher.

This setup means that the network you work with may not own all the traffic it sells. Instead, it may source traffic from smaller networks, depending on what is available.

For advertisers, this arrangement typically doesn't change day-to-day operations, as they continue to work solely with the network that trades with sub-publishers. Learning about this process can inform which third party actually owns what’s being bought.

Sub-publishers play a crucial role extending the reach and enhancing the effectiveness of mobile advertising campaigns. By working with sub-publishers, larger publishers and advertisers can access diverse traffic sources and niche markets, which are often challenging to reach through traditional channels. This includes niche demographics and specific user segments that closely align with the advertiser's target market, leading to more targeted and relevant ad placements, and subsequently, higher engagement and conversion rates.

Sub-publishers often operate on performance-based models, such as cost per install (CPI) or cost per action (CPA), which align payments with actual user actions. This ensures that advertisers pay only for tangible results, optimizing their ad spend. Additionally, the specialized expertise and resources of sub-publishers allow for better optimization and scaling of campaigns, maximizing return on investment (ROI).

However, there are risks associated with collaborating with sub-publishers, including challenges in managing traffic quality and ad placements. The risk of ad fraud, such as fake installs and clicks, can also be higher with sub-publishers. Advertisers should be mindful of these risks and work with reputable networks that thoroughly vet their sub-publishers.

Partnering with a mobile measurement partner (MMP) like Adjust provides advertisers with comprehensive tools to measure and optimize their advertising campaigns, and makes the process of working with sub-publishers smooth and impactful. Adjust’s suite of tools offers a holistic view of user journeys across multiple channels and devices, allowing you to track where your high-value users come from and, among other things, which sub-publishers contribute most effectively to your campaigns.

You can read about Adjust’s technology partners here or request a demo today to learn how we can grow your app business.