Channel Types
Written by Yeji Jeon,Airbridge classifies media into different channel types, and each type requires a different method for collecting touchpoint data.
In general, media can be divided into 3 types: paid media, owned media, and earned media.
Paid media refers to paid ad channels where you can buy ad inventory to run campaigns. Paid ad channels have dashboards where you can manage your ads. You can run ads such as search ads, display ads, and video ads on paid ad channels.
Owned media refers to ad channels owned by the company. The official website and social media accounts are examples of owned media where the marketer can manage the content uploads. You can use custom channel tracking links to measure the impact of such channels on the conversions.
Earned media refers to channels created by third parties. Examples include customer reviews, community postings, and press releases. Marketers cannot directly manage earned media but can influence it via marketing activities that promote brand awareness. Links for sharing posts and invitations can be embedded with custom channel tracking links for performance tracking with Airbridge.
Ad channels are divided into integrated channels and custom channels. Postback configuration for each integrated channel is available in the Airbridge dashboard.
| Integrated Channel | Custom Channel |
|---|---|---|
Media | Paid media integrated with Airbridge | - Owned media - Earned media - Paid media not integrated with Airbridge |
Tracking Link | Supported for Non-SAN channels | Supported |
Postback | O | X |
Channel Name | Fixed | Configurable |
Measurement | By Airbridge or SAN | Airbridge |
Additional Support | None | QR code, social share preview, link short ID, Airpage, etc. |
Examples | Meta ads, Google Ads, Criteo, Moloco, etc. | Official webpage, social media accounts, etc. |
Integrated channels refer to paid ad channels that have been integrated with Airbridge to forward postbacks. You can track and measure their performance using integrated channel tracking links.
The integrated channels can be found on the [Integrations]>[Ad Channel Integration] page. You can also refer to this article. If you can’t find the ad channel you want to integrate your Airbridge App from the integrated channel list, share the media partner registration form with the ad channel.
SANs are ad networks that advertise on their own platform and can measure conversions internally. Examples include meta ads, Google Ads, and Apple Search Ads.
The following process outlines how Airbridge works with SANs:
When a conversion occurs, Airbridge requests relevant touchpoints from SANs.
The SANs check whether they have the touchpoint data that drove the conversion.
The SAN that has the touchpoint data sends data to Airbridge; other SANs don’t.
Airbridge collects touchpoint data using tracking links in addition to the touchpoint data it receives from SANs. Thus, Airbridge is in a position to provide a more accurate attribution result as it determines the winning touchpoint from all the touchpoints gathered from various ad channels, including SANs.
Custom channels refer to owned media, earned media, and paid ad channels not integrated with Airbridge, such as the official webpage, social platforms, emails, etc. You can track and measure their performance using custom channel tracking links. Airbridge supports various tracking link functionalities for custom channels, such as QR code, social share preview, link short ID, and Airpage.
For more information about custom channel tracking links, refer to this article.
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