Social platforms allow hyper-targeting based on demographics, interests and behaviors.

Create creative quality plays a huge role, with visual and hooks driving results

Pros - Massive audience reach

Can have sophisticated targeting and lookalike tools

Great for storytelling and visual products

Fast campaign launch and testing

Cons - Creative fatigue (ads "burn out" quickly) Policy restrictions, especially for certain affiliate verticals, and conversion intent is often low or impulse-based

Native Ads

Native ads appear within content feeds on publisher websites, with blending naturally with articles. They can drive warm and curious traffic ideal for pre-lander funnels.

Pros - Scalable and cost-effective, Content-style ads increase engagement, with flexible targeting: device, context long campaign span, less ad fatigue, and AI tools

Cons - Requires engaging creatives and pre-landers to convert, and have Broader targeting than search, so more testing needed and some vertical may need extra compliance filtering.