Content publishers include online magazines, review sites, journals, blogs, forums and user portals. They monetise the traffic that comes to their site by sending users to an advertiser’s page usually via either an image banner or an embedded text link.
Some of these sites are ‘general interest’ and cover a wide range of topics and aim to attract a broad audience and a high volume of traffic. These may also be categorised as ‘Horizontal Portals’
Some sites are niche, in which case the traffic volume tends to be lower, but they are more focused and therefore the conversion rate (the amount of people that go from their site to make a purchase) is often higher. These may also be categorised as ‘Vertical Sites.’
How to partner: These sites may ask for additional fees for ‘tenancies’ or ad placements, usually limited to a feature on a page and for set durations, or for featuring in newsletters.
Place in the Marketing Funnel: Brand awareness stage