Disqus’ Promoted Discovery Gains Traction with Publishers and Advertisers
Over the past few months, Disqus has quietly launched its Promoted Discovery advertising program—a strategic move that’s now yielding impressive results. The commenting platform reports that 10,000+ publishers have already adopted the feature, including major names like Investopedia, Men’s Health, and the New York Observer.
How Promoted Discovery Works
- Leverages Disqus’ article discovery feature, which suggests related content in comment sections
- Allows advertisers to place sponsored links alongside organic recommendations
- Combines algorithmic optimization with human editorial oversight for higher engagement
Key Performance Metrics
- 5 billion monthly ad impressions across 1.5 billion pageviews
- 94% advertiser retention rate, with most committing to 2023 campaigns
- Click-through rates (CTRs) doubled in two months due to algorithm improvements
- Outperforms Facebook, Twitter, and Outbrain by 2-3x in:
- Page consumption
- Time on site
- Comment and share activity
Surprising Trends and Future Plans
David Fleck, Disqus’ General Manager for Audience, noted unexpected developments:
- Content marketing adoption exceeded projections, with brands rapidly scaling budgets
- Strong advertiser interest in driving video content traffic
- High engagement from commenters, who actively interact with recommended content
Disqus plans to accelerate the program in 2023 with:
- Expanded publisher onboarding
- Enhanced advertiser education
- Further algorithmic refinements
While revenue specifics remain undisclosed, the platform’s focus on high-intent audiences and quality traffic positions Promoted Discovery as a compelling alternative to traditional social and content recommendation channels.
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