When it comes to media buying, one of the ongoing debates is whether it makes sense to rely on RTB, XML or JSON feeds instead of direct placements. On the surface, feeds look like a convenient shortcut: plug in, set your bids, and watch the traffic roll in. But as with most shortcuts, the picture is not entirely bright.
In our ad network, only about 20% of traffic is routed through programmatic channels, while the remaining 80% is managed directly via SSP campaigns. What is more, the majority of our overall traffic is deliberately capped when it comes to programmatic access. This structure reflects a key principle: premium, high-quality inventory is reserved for direct deals, while programmatic channels often serve as an additional layer rather than the main source.
And here is why:
The biggest drawback of buying traffic this way is the lack of transparency. With programmatic traffic, it is easy to disguise the real source, meaning that advertisers often purchase traffic without knowing which sites or domains it actually comes from. This makes compliance a serious concern, as traffic that looks safe on paper can, in reality, violate brand safety rules or even legal restrictions.
The same applies to the ads served through feeds: it is practically impossible to pre-check them before they appear, because of the heavy rotation. As a result, compliance alerts often arrive only after the fact. And in some cases, much later.
Another issue is the prevalence of reselling:
Much of the feed inventory has already passed through multiple hands before it reaches you, and with every step in the chain, the level of control over quality decreases. In addition, there is the risk of competing against your own premium supply. Sometimes it gets almost ironic: you may end up buying traffic from your own site through another network, and it becomes even more amusing when that network claims the site as part of their exclusive inventory.
If you already operate an SSP or buy directly from publishers, the same impressions may appear in feeds but at a lower rate, effectively cannibalizing higher-value inventory. And while the lower bidfloor might sound like an advantage, it usually reflects weaker quality or less desirable placements (or be the third or even the fourth impression). For example, with popunder traffic this can be especially risky, as frequency and placement quality directly impact conversion rates.
And no, of course we are not trying to discourage you from working with programmatic. We fully understand that for some advertisers it is the only platform available for buying traffic. That said, we would naturally be happier if everyone bought through the SSP. It would make the internet just a little bit cleaner, as we could instantly verify your offers and redirects before anything goes live.
So, that is why the biggest and most important reason to buy traffic through programmatic still remains the same: Working with it is undeniably insanely simple! Integration is straightforward and in many cases free to test (well, at least with Trafficshop Ad Network), so you can start experimenting without heavy commitments.
Once the connection is live, managing traffic from feeds is relatively simple, especially if you already have automated bidding rules and optimization processes in place. Feeds are also one of the fastest ways to scale. Instead of negotiating separate deals for each GEO or vertical, you gain immediate access to a wide range of markets through a single integration. This makes them particularly useful for testing new offers, running short-term campaigns, or gathering data at scale. In particular, popunder traffic via RTB or XML allows advertisers to launch high-volume tests almost instantly, without waiting weeks for direct deals.
Another advantage is flexibility: with feeds, you can experiment with algorithms, adjust bidding strategies, and even combine different traffic types under one roof. And this flexibility becomes even more powerful when paired with our in-house platform. Our tech gurus can configure virtually anything you can imagine, using the widest range of filters and features available. That way, your integration doesn’t just work — it runs as smoothly as possible. Whether you are scaling banner ads, native, or popunder traffic, we’ll make sure the entire setup is seamless.
And if you’d like to learn more or run a free test — get in touch with us!
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