opinion

Online advertisers’ bill of rights…and responsibilities.

Now is the time to asset your right and know your responsibilities as part of the online ad buying equation and process! There are enough qualified, bona fide established sellers of online media and traffic campaigns to make the process of buying traffic on the adult web a vital piece of any marketing plan.

From Google AdWords, AVNads, Etology, ExpressPro Yahoo Paid Inclusion, to banners, video and text ads that we and other agencies sell, the choices abound! Some advertisers seemingly do well everywhere they run, while others test many sources and seemingly never find the high conversion traffic sweet spots being sought after.

In order to make best use of the online ad buying experience, here you a few ideas, from the perspective of a long time buyer and seller:

-Establish a relationship with your account manager from each venue where you run ad buys, whether testing or recurring. If you don’t have a staffer from the traffic vendor assigned to you, ask for one.

-If you don’t like the one you have, ask for another. It’s quite critical to have someone who comprehends your business needs working for the vendor, one who will have ongoing communications with you, after the sake during the campaign a few times, as well as when they want to sell you the next campaign.

-Talk to your vendor contact, even if for 5 minutes, regularly, as in every week or two, no less. The vendors need to know your view of how things are going to compare against the data they make available.

-Share your revenue stats data and even access with the ad source. While not all traffic vendors will do this, enough of the established sources will have your sales rep view advertiser revenue stats to compare against the ad spend data and measure your effective CPA easily. If a vendor is willing, don’t hide the stats. The vendors have a strong bias towards making campaigns work – advertiser turn over is no good for anyone.

-Make sure you track everything! And I mean, everything – every campaign from a single source, if buying on multiple sites. Most affiliate program software allows for sub-ID tracking by affiliates. As such, when using the affiliate system to create house accounts to track online ad buys, create a sub-ID and distinct tracking URL for every part of a media buy that can be separately identified – ad spot, type of creative, page or site from vendor.

-If a source you trust has multiple ad buying options/multiple networks or properties, set an overall budget to spend with that company which can be sliced up more easily among several options to test, versus buying campaigns from traffic vendors a la carte. A budget on account allows the vendor greater flexibility in placing your ads across properties they seek to fill ad space on with steady long term advertisers. Many traffic vendors will provide enhanced client support services when there are greater client resources for media testing.

-Expect increased focus on legal compliance requirements for advertisers. All credible sellers will require enhanced compliance from online ad buyers, with regards to site content, creative materials and record keeping requirements. While this is nothing new, it is our expectation that as media source compliance rules expand, it will have the trickle down effect, requiring online advertisers and the media suppliers to be more conservative with certain types of marketing efforts.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business never quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

The Barcelona Job: A Diamond Heist Drenched in Sweat and Seduction

In a city famed for its architecture and allure, something far more seductive is about to go down. The priceless NakedSword Diamond is nestled deep within a heavily fortified Barcelona museum, and master thief Sir Peter has his eye on the prize.

Jackie Backman ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

Sara Loverays on Tapping Her Goddess Energy

When Sara Loverays first turned on her webcam, she didn’t know it would change her life — or unlock a side of herself she’d been waiting to set free. What began as a way to make extra cash between travel physical therapy contracts soon became her full-time passion, a platform for self-discovery, and a ticket to building her own brand based on sensuality, self-discovery and “goddess energy.”

Jackie Backman ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
Show More