2. Using the Advertiser Search Feature
The first step to start using WhatRunsWhere is to locate the information you’re looking for within our database.
• WhatRunsWhere searches through data we have on advertisers by their landing page URLs. We can start
our search by typing the domain of an advertiser into the search box, under the “By Advertisers” tab.
• An advertiser is anyone who is placing advertisements on another website that link back to their domain,
and includes both companies and affiliates.
• Running a search for www.ford.com for example will bring up all relevant data about different aspects of
their online marketing campaigns. The built-in auto complete feature can assist you in finding an
advertiser’s domain if you are unsure of the complete URL. For example, typing ``Ford`` into the search bar
will give you a list of possible domains containing the word ``Ford``.
• After a brief searching and compiling period, all pertinent data will be displayed under several specific
categories.
• Overview: Displays relevant statistics in graphs to help consolidate and explain the data to you before you
dig any deeper into the specifics.
• Demographic Reports: This page will display international traffic trends, as well as the representation of
several key demographic categories. This information can help users further identify lucrative target
audiences and international traffic sources. One use for this data is it provides users with contextual
market research so they can produce and refine their ads so that are tailored to the highest represented
demographics – while at the same time, reducing their spending targeted at lower represented
demographics.
3. Using the Advertiser Search Feature
• Traffic Sources: A list of domains where the advertiser you have searched has placed their ads on.
– This table is further broken down into several headings – the first showing country the traffic source
was visited from,
– The source category displays how the advertiser you have searched came about having their ad
placed on that site. Either the advertiser has worked through an ad network (Ex. Google adwords) to
place their ad, or has made a direct media buy of ad space on the listed domain- which will be
displayed as “Media buy”.
• Prevalence is a score given to represent the number of times our crawlers have located this
advertisers ads on a specific site
• duration- the number of days we have seen ads there, from the first day we saw it to the most
recent day we’ve seen it.
• The Last field, labeled “View” , displays the exact advertisements we located on that placement
pertaining to this specific advertiser
• Both Prevalence and duration can be sorted in an ascending or descending manner, allowing
you to locate the top placements for this particular advertiser. You can also search for a specific
advertiser using the small search box provided.
• Ad Server/Relationships: Any Ad servers and relationships we have identified.
• Related Domains: Displays any domains that we have found to be closely related to the advertiser you
have searched. This will cover domains that the advertiser may also own.
4. Using the Advertiser Search Feature
• Text/Hybrid Ads: Displays all the ads we have found that lead to the advertisers domain (including
subdomains, Ex. www.ford.com/mustang). The creatives can be sorted by ad network, country, how
recently the ads were displayed and by AdStrength™, which will order the results by how well we have
found the ads to be performing. If there is a large amount of results for your advertiser search,
WhatRunsWhere will display more results the further you scroll down the page.
• Banner Ads: Will display all banner ads placed by the advertiser that we have found and functions much
like the Text/Hybrid Ads section. Unlike the previous section, you can further refine your search by
selecting the dimensions of the banner ads you wish to view.
• Placement Suggestions: Section gives you a list of domains that are similar to websites that the advertiser
has chosen to place their ads on, but may have overlooked. This is a key tool for any competitor looking to
find possible lucrative locations for their next ad campaign.
• Common Phrases: Lists the most used words or phrases from the advertiser’s text advertisements, and
assigns a score relating to how often we’ve seen them used. This can be key to identifying top performing
keywords when producing your own creatives.
• Landing Pages: Displays all landing pages and sub domains on the advertiser’s website that visitors were
sent to upon clicking on their advertisements. This can be used to identify custom pages developed for a
specific product or offer, as well as locate affiliate landing pages through URL analysis.
