Choose the content context
A channel describes the content people are engaging with. It helps you explain why an offer is relevant; it is separate from the source that brings a visitor to the property. Start with the product and audience need, then review available markets, devices, formats, and placements with the team.
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| Channel | Possible context | Question for the brief |
|---|---|---|
| News & editorial | Articles, local information, specialist reporting | Which topics and languages fit the offer? |
| Shopping & product discovery | Reviews, comparisons, buying guides | Does the landing page match the product being researched? |
| Technology & digital services | Software, business tools, digital products | Which devices and professional or consumer needs are relevant? |
| Apps & utilities | Productivity and practical everyday tools | Can the destination and desired action work on the visitor's device? |
| Travel & lifestyle | Destinations, food, home, local activities | Which locations, seasons, and visitor interests matter? |
| Education & careers | Learning resources, skills, career content | Does the offer explain a clear learning or professional benefit? |
| Entertainment & video | Music, games, film, video content | Does the format suit the viewing experience? |
| Sports & hobbies | Fitness, sports coverage, interest communities | Which interests and placement contexts fit the brand? |
These are planning contexts, rather than a list of guaranteed inventory. Use the advertiser channel overview when discussing a specific campaign.
Describe how visitors arrive
- Organic search: identify the relevant topics and landing pages that attract discovery visits.
- Direct visits: explain the recurring reader or customer relationship and the device mix.
- Referrals and communities: describe the referring properties, social context, and content people follow.
- Permission-based email: explain what readers subscribed to and how links are identified.
- Disclosed paid promotion: identify the acquisition method, intended audience, and destination. Keep source-level reporting available for review.
Use separate categories for content, acquisition source, geography, and device. A travel article reached through organic search and the same article reached through paid promotion have different source profiles.
Prepare a useful source-quality review
- Provide aggregate traffic figures with the reporting period, countries, languages, and devices.
- Separate visitors, page views, and ad impressions. Explain unusual spikes or changes in source mix.
- Describe where an ad would appear and how visitors move through the page; avoid forced interactions.
- Disclose paid sources and confirm the property's right to use the content and offer placements.
- Check mobile loading, destination consistency, and the required advertising disclosures.
- Agree on invalid-traffic review, reporting definitions, and a contact for corrections.
Do not include personal customer lists or access credentials in a public enquiry. Read the traffic quality guidance and measurement reconciliation checklist.
Illustrative planning example: a productivity tool
An advertiser promoting a productivity tool might discuss technology articles, learning resources, and practical app content. The brief could identify compatible devices, the intended sign-up event, and a landing page that explains the tool. A publisher would separately describe its organic, direct, referral, email, and paid visitor sources.
This example illustrates how to structure a discussion. Inventory, pricing, source approval, and campaign results are agreed for the actual proposal; it is not a customer case or a forecast.
Take the next step
Advertisers can prepare the campaign brief; publishers can prepare the property and audience checklist. Keep the enquiry reference for follow-up.
Discuss a Traffic Proposal