At CrakRevenue, data-driven media buying sits at the heart of the company’s success. Over the past decade, CrakRevenue’s media buying team has refined the art of scaling campaigns across multiple ad networks, combining automation, strategic testing, and creativity to transform traffic into performance.

To shed light on how the landscape has evolved and how CrakRevenue continues to stay ahead, Trafficshop’s team sat down with Zak, one of its experienced Media Buyers. In this interview, Zak shares his insights on the evolution of traffic buying, the growing importance of ad network partnerships, and the tools and strategies that define performance marketing today.

How did you buy traffic five years ago compared to how you buy traffic today?

Five years ago, buying traffic was more manual and less data-driven. Media buyers relied heavily on bulk buying from a few known sources, using basic targeting like geo, device, and OS. Campaign optimization was mostly spreadsheet-based, with manual blacklisting/whitelisting. Today, the process is far more automated and granular especially by leveraging, real-time optimization, and audience segmentation. Instead of just buying “impressions,” we aim to buy quality user journeys based on performance data, intent signals, and conversion likelihood.

Has the role of an ad network changed in the way you approach advertising network campaigns?

Yes, dramatically. Before, ad networks were mainly traffic suppliers: you sent creatives, they sent impressions/clicks. Now, they’re strategic partners. Good networks offer built-in analytics, fraud detection, smart bidding algorithms, and even creative testing tools. This changes our approach. It’s no longer a matter of just evaluating them on CPM/CPC; but also consider the ecosystem support they provide, like conversion tracking, audience modeling, and machine learning optimization.

How was pop traffic perceived then versus how you leverage it now?

Back then pop traffic was seen as cheap, low-quality, and mainly used for aggressive direct-response campaigns. Now, with better targeting and filtering, pop traffic can be a high-intent, cost-efficient channel if paired with strong pre-landers. The stigma has decreased because advanced ad networks let you filter by site quality, user behavior, and engagement, turning what was once very basic into precision marketing.

What’s the biggest shift you’ve seen when buying traffic across multiple ad network platforms?

The biggest shift is data portability and campaign logic. Before, each network was siloed, meaning you had to start from scratch. Now, lessons learned on one platform (like site lists, audience segments, or bid strategies) can often be adapted quickly to others. We've learned that while CPM/CPC rates matter, traffic behavior patterns differ by network, so you can’t blindly copy settings. Each environment needs to be tested separately.

Do you think it’s still possible to buy traffic at scale without a strong ad network partnership?

Not realistically. Scaling requires consistent quality, fraud prevention, and optimization capabilities. Without a solid ad network partner, you’d spend more time fixing traffic issues than scaling campaigns. The best partners act like an extension of your media buying team.

How important is creative testing when you buy traffic through an advertising network?

It’s critical. Creative fatigue sets in fast. Continuous testing of headlines, images, CTAs, and pre-landers can be the difference between a break-even campaign and a very profitable one. Some networks sometimes lack some basic features that can make this process harder.

Has automation helped you buy traffic more efficiently in the context of an ad network? What tools help optimize traffic faster?

Absolutely. Automation tools like auto-bid adjustment, rule-based optimization (e.g., “pause placements after X spend with no conversions”), and AI-driven targeting help reduce wasted spend. Features like API integrations, automated optimization rules and campaigns/creatives cloning help a lot.

What are the most common mistakes you see new media buyers make when they try to buy traffic?
 

• Going too broad without testing small segments first.
• Choosing networks solely on low pricing, ignoring quality.
• Not tracking every click and conversion with proper attribution.
• Not building a relationship with account managers

When choosing an ad network, do you prioritize inventory quality or pricing when buying at scale?

Quality comes first. Cheap traffic is worthless if it doesn’t convert. High-quality placements with consistent conversion rates usually end up being more profitable in the long run than cheap ones.

What advice would you give to someone just starting to buy traffic?
 

• Start small, test aggressively, scale what works.
• Choose a network that offers good reporting, responsive support, and fraud filters.
• Make sure to track everything with a third-party tracker. Don’t rely solely on the network’s numbers.
• Don’t overlook the importance of pre-landers with pop traffic. They’re often the biggest performance lever.
• Personal tip: Build a relationship with your account manager. They can unlock better placements, custom rules, and insider tips that aren’t public.

Final Thoughts

The evolution of media buying at CrakRevenue mirrors the transformation of the digital advertising landscape itself, from manual spreadsheets to automated, AI-driven optimization. As Zak points out, success now depends on combining sharp data analysis with smart testing and strong partnerships.

CrakRevenue’s media buying team continues to push performance boundaries by staying adaptive, data-focused, and innovative, proving that in today’s market, it’s not just about buying traffic, but about buying smarter.

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