Traffic & Channels
Ad Format
The specific ad unit/template type used for a campaign (banner, native, push, video, etc.).
Ad format is the specific ad unit or template type a campaign runs on — banner, native, push, popunder, video, interstitial and so on. Each format defines its own creative requirements, pricing model, typical intent level and fraud profile, making format choice one of the first strategic decisions in any media plan.
Buyers think in format-vertical fit: push and popunder for cheap mass-market funnels, native for advertorial pre-landers, video for app installs, in-app for mobile-first offers. A creative that prints on one format usually needs full reworking for another, not just resizing. The common error is judging a geo or offer as 'dead' after testing it on a single format that simply didn't match the funnel.
In buyer speech
“The offer flopped on push but I wouldn't bury it — let's test the same funnel in a native ad format first.”