Pornhub's promoting community has a demand-side platform

It is getting easier and easier to buy ads on porn sites. TrafficJunky, the advertising network for Pornhub, RedTube, and the parent company of other adult entertainment companies, MindGeek, has created its own demand-side platform (DSP).

Adult websites tend to attract advertisers from industries such as webcam and online dating services. TrafficJunky wanted to reach more advanced advertisers who are used to the automation of Google and Facebook. So the company built an in-house DSP to meet this demand.

Graham Collie, TrafficJunky's sales director, said the company is doing fine as it has exclusive access to the ad inventory of Pornhub, one of the most popular porn sites in the United States.

"But of course that's not a sustainable long-term solution, especially when we're dealing with advertisers who are far more sophisticated than the typical advertisers who come through adult websites," said Collie.

While the DSP is running, target group segments and lookalikes will be expanded. The TrafficJunky DSP can join other exchanges and buy inventory on non-MindGeek websites. However, Collie said the initial focus will be on monetizing MindGeek's real estate, which the company said saw 1.35 billion ad impressions per day per data in the US as of June.

Brands Ready to Take a Risk?

Most mainstream brands typically stay away from advertising adult content. Bigger names advertising on adult websites generally run zippy, one-off campaigns that often have some level of media hype.

Lindsey Boan, media director at full-service agency Madwell, said advertising on porn sites could be an ongoing strategy for brands outside of the sexual well-being or pleasure categories, like pizza delivery men. These websites attract similar audiences as other publishers, but their CPMs are typically lower.

“It's inexpensive in terms of efficiency. And if you feel comfortable as a brand, we encourage you to at least try them out, ”said Boan.

Collie said a DSP is not a "magic bullet," but the targeting that comes with it will "put us in a better position to increase those CPMs, which is the long-term goal."

It's not that we want more of the same buyers. We want more advanced buyers.

– Abraham Collie, TrafficJunky Sales Director

TrafficJunky's DSP has already reached two important milestones in the industry.

The company began building the platform over a year ago before Google announced it would be freeing its Chrome browser from third-party cookies by 2022. Collie called this announcement a benefit as it meant the company wouldn't get stuck in a particular solution then had to find an alternative.

The DSP also kicked off during the pandemic, which resulted in an increase in Pornhub traffic as more people stayed at home. According to Collie, MindGeek's flagship website has maintained the influx of users who came to its website when the pandemic first hit and now the site has over 150 million users daily.

“We have a lot more inventory. At the same time, it means you need more demand, ”said Collie. "It's not that we want more of the same buyers. We want more advanced buyers."

One of Madwell's customers may be the type of buyer TrafficJunky is looking for. Boan said the agency spoke with Champ, a sexual pleasure brand, about what activation through TrafficJunky's DSP would look like.

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