Differentiating Good Placements from Push Traffic: A Guide for Media Buyers

One of the most common challenges a media buyer faces is distinguishing between good placements and push traffic, especially when dealing with Taboola and Outbrain ads. This is an essential skill to master as push traffic can significantly impact your budget and deny good placements the opportunity to perform.

Recognizing Push Traffic

An unusually high Click-Through Rate (CTR) is often an indicator of push traffic. This could be accompanied by a strange name or a source that you've never encountered before. Always pay close attention to these red flags as they can be the difference between a successful campaign and a costly one.

Taking Action Against Push Traffic

Once you've identified push traffic, there are a few actions you can take. First, you can switch them off. This is a straightforward solution that will immediately stop any costs associated with the push traffic.

Secondly, you can consult with your Account Manager and ask for a blacklist. This will help prevent these sources from appearing in your traffic again.

Staying Vigilant

Push traffic can potentially destroy the performance of your campaign. Therefore, staying vigilant and attentive is crucial in media buying. Always keep an eye out for the signs of push traffic and take immediate action when necessary.

By following these steps, you can separate the wheat from the chaff, ensuring that your budget goes towards good placements, maximizing the effectiveness of your Taboola and Outbrain ad campaigns.

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