In the ever-evolving digital advertising landscape, tracking, automation, and data-driven decision-making are key to maximizing monetization opportunities. Swaarm, a leading performance-based tracking platform, empowers businesses to manage, analyze, and optimize their marketing efforts with precision. Our Search Monetization Tracking solutions help publishers and advertisers seamlessly track search-driven traffic, ensuring transparency, efficiency, and revenue growth.
One of the key players in digital advertising, MGID, has been a pioneer in native advertising, helping brands connect with the right audiences through AI-driven content recommendations and high-quality traffic solutions. Now, they are expanding their focus into Search Monetization, recognizing its potential for unlocking new revenue streams and improving ad performance.
In this interview, Alex Chaban, Head of Business Development at MGID, shares insights into MGID’s journey, their growing interest in Search Monetization, and how Swaarm’s technology is helping them navigate and capitalize on this exciting opportunity.
What prompted MGID to spread its efforts into the search monetization industry?
MGID’s commitment to staying ahead of market trends and providing innovative solutions for performance marketing naturally drove our expansion into the search monetization industry. This niche perfectly aligned with our expertise, combining the engagement power of native advertising with search intent. Influenced by industry insights from events like Affiliate World, we identified a growing demand among advertisers for scalable growth opportunities. By entering this space, MGID has empowered advertisers to maximize ROI, diversify their traffic sources, and tap into the immense potential of search-driven campaigns.
With native format ads expanding into the search monetization space, how has advertiser interest evolved in your top-performing markets, such as the U.S. and Italian markets?
As demand for diverse and high-performing traffic sources increases in the U.S., so does advertiser interest. However, the U.S. market remains highly competitive, posing challenges for new entrants. In contrast, regions such as Italy, Germany, France and Eastern Europe offer more accessible entry points with less competition while still providing significant opportunities for scalability. Search feed campaigns have demonstrated exceptional performance in these markets across different verticals, enabling advertisers to achieve strong conversions and expand into new, high-potential territories.
How does MGID approach user intent within native ads for verticals where user queries may be more sensitive, such as health and wellness?
By leveraging advanced contextual targeting and dynamic ad personalization, we craft creatives that align closely with user needs and expectations while maintaining relevance. We also prioritize compliance with regional regulations and industry standards, ensuring our campaigns are not only highly effective but also ethically sound. This approach fosters trust among users and reinforces the credibility of advertisers, particularly in industries where user queries require extra care and sensitivity.
Which countries or regions are you focusing on for growth in native search monetization, and what role does local market adaptation play into MGID’s strategy?
Our growth strategy focuses on markets with significant digital ad spend potential, including North America, Western Europe and Latin America. Local market adaptation plays a pivotal role in MGID’s approach — not only do we collaborate with in-market experts, but we also have 18 offices with dedicated teams on the ground to support these efforts. An extensive local presence allows us to tailor creatives, messaging and targeting strategies to align with regional preferences and cultural nuances. By having a deeper understanding of local markets, MGID ensures campaigns resonate with regional audiences, delivering stronger performance and long-term success for our partners in native search monetization.
What strategies does MGID implement to keep creatives engaging and relevant in sectors where user interests can vary widely, such as real estate and weight loss?
Our suite of AI tools empowers advertisers to craft compelling visuals and headlines tailored to diverse audience segments. For instance, our Text-to-Image Generative AI tool allows the creation of unique images from text prompts, enabling advertisers to bring their concepts to life effortlessly.
Additionally, our Ad Titles and Descriptions Generative AI feature generates engaging ad texts that resonate with target audiences, driving higher engagement and conversion rates. This collaborative approach, combined with our in-house design team’s expertise, ensures that content resonates deeply with users, fostering stronger engagement and driving higher conversion rates.
What have you noticed to be the most common mistakes native media buyers make when approaching search arbitrage?
Media buyers often make the mistake of neglecting click quality and sustainable practices in search arbitrage. Another common issue is failing to align keywords with the right messaging, resulting in traffic that lacks value. Additionally, under-optimized creatives that don’t highlight user benefits or align with advertiser goals can lead to poor engagement and conversions.
Another common issue I see is overlooking low-performing sources and failing to collaborate with ad platforms to ensure compliance and sustainability. Buyers can improve campaign outcomes and create a more scalable, high-quality search arbitrage ecosystem by focusing on precise targeting, optimizing creatives and fostering collaboration.
What do you believe to be MGID’s strongest USP for the search monetization industry?
MGID’s strongest USP lies in our ability to deliver highly engaging native ads paired with high-intent search traffic. Our advanced targeting capabilities, robust compliance standards and diverse ad formats empower advertisers to achieve unmatched performance. Additionally, our in-house design and account management teams ensure campaigns are optimized for maximum ROI. To enhance quality and performance further, we have developed specific bundles (preapproved site lists) to run search feeds campaigns on, ensuring premium placements that drive exceptional results.
Why would you advise players in this field to choose Swaarm as their certified tracking platform?
Swaarm’s cutting-edge tracking platform is ideal for optimizing search monetization campaigns. Its tools and features ensure intelligent traffic allocation and provide easy access to campaign data. Moreover, seamless integration with 65+ APIs streamline campaign management and reporting. By partnering with Swaarm, advertisers gain the tools needed to scale efficiently while maintaining high traffic quality and profitability.
