Traffic Source

Native traffic for MVA and home improvement offers

This page is for media buyers who run campaigns on native ad networks: the sponsored content units that appear under and beside articles on news and content sites. You run the campaigns and any pre-lander or advertorial. Summit runs the lander, captures consent, routes each lead by ping/post and pays rev share on leads that sell.

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What native is good at for lead offers

Native ads reach people while they are reading. A headline and a thumbnail sit in a grid of recommended stories, and the reader clicks because the topic interests them. That gives native very wide reach across many sites, and it suits offers that need a little explanation before someone is ready to fill in a form.

Intent is lower than search and often lower than social. The reader came to a site to read, not to hire a lawyer or a contractor. Most native campaigns for lead offers bridge that gap with a pre-lander or an advertorial: a short article that explains the topic and then sends the reader on to the offer.

Reach across many sites. One campaign can show on a large number of publisher sites, each with its own audience.
Room to explain. An advertorial can walk through what happens after a crash, or how a roof replacement works, before the reader sees a form.
Placement-level control. Most native ad networks report results by site or placement, so you can block the sites that do not produce sold leads.
Headline and image testing. Native rewards testing many headline and thumbnail pairs, because they decide the click.

How native traffic works with Summit

There are two common setups. In the direct setup, the native ad links straight to your Summit tracking link. In the pre-lander setup, the ad links to your own article or advertorial, and the call to action on that page links to your Summit tracking link. In both setups the lead submits on the Summit lander, where consent is captured. Consent language on the lander is not changed or removed.

Direct and pre-lander setups for native traffic
Setup	Path	When it fits
Direct	Native ad, then tracking link, then Summit lander	Simple offers with a clear headline, and early tests where you want a baseline
Pre-lander	Native ad, then your advertorial, then tracking link, then Summit lander	Readers who need context first, and offers where the headline alone does not qualify the click

Keep the form and the consent on the Summit lander. A pre-lander should inform and link. It should not collect names, phone numbers or other lead details of its own. Leads are reported by tracking link.

Sub IDs for native

Native results vary a lot by site, so placement data is the most useful sub ID. Most native ad networks can insert the site or placement ID, the campaign ID and the creative ID into your URL. Pass those values into your Summit sub IDs, and keep the same values on the pre-lander link if you use one, so a sold lead can be traced back to the site and creative that produced it. Ask during onboarding which other tracking options apply to your account.

Setup steps

01
Get approved and get your links
Apply with native ad networks listed as your source. Every publisher is reviewed before going live. You receive a tracking link for each offer you will run.
02
Decide direct or pre-lander
Start direct if you want a fast baseline. Add a pre-lander when clicks are cheap but few readers complete the form.
03
Write the pre-lander
Keep it factual, label it as advertising, and end with one clear link to the offer. See advertorials and pre-landers for lead gen.
04
Map placement IDs to sub IDs
Put the site or placement ID in one sub ID and the creative ID in another, on both the ad URL and the pre-lander link.
05
Launch with several headline and image pairs
Native delivery picks winners quickly. Give it a few honest options for each offer.
06
Block and keep sites by sold leads
After the first few days, block sites that send clicks but no sold leads, and raise bids on sites that sell.

If you have questions about a pre-lander or advertorial, send them to us before you launch, and follow our traffic guidelines.

Which offers fit native and how to approach them

Native fit by Summit offer
Offer	Fit on native	How to approach it
Car accident	Good with a pre-lander	An article on what to do after a crash, then a link to see options.
Truck accident	Limited	A small share of readers. Test only after car accident works.
Motorcycle accident	Limited	Works better on sites with a rider audience, if your network reports them.
Rideshare accident	Moderate	Explain who may be involved in a rideshare crash. No partnership claims.
Roofing	Strong	Storm and roof age articles fit news and home sites.
Bathroom remodeling	Strong	Visual thumbnails and articles on accessible and walk-in showers.
Window replacement	Good	Articles on drafts, noise and signs windows need replacing.
Flooring	Moderate	Material comparison articles that end with an installation request.
Siding and gutters	Moderate	Seasonal articles on gutter overflow and siding damage.

Home improvement tends to suit native better than MVA, because home projects are easy to explain in an article and the reader has time to decide. For MVA, the pre-lander has to reach people whose crash is recent, so name that plainly. In both verticals, the exact qualifying criteria are confirmed with each publisher during onboarding. See native ads for accident offers and native ads for home improvement offers.

Native policy and disclosure notes

Each native ad network has its own advertiser policies, and they differ. Read the policy of every network you use before you launch. Some general rules apply across all of them:

Native ads must be identifiable as ads. The FTC's native advertising guide for businesses explains that ads formatted like editorial content need clear disclosure. Label advertorials as advertising, near the top of the page.
Disclosures must be clear and easy to see. The FTC's .com Disclosures guidance covers placement, size and wording of disclosures in digital ads.
Testimonials must be real. Do not invent quotes, reviewers or stories. The FTC's Endorsement Guides FAQ explains how endorsements and reviews are treated.
No fake news framing. Do not present an advertorial as a news report, or suggest it comes from a news outlet, law firm, insurer or government program.
Headlines must match the page. A thumbnail or headline that promises something the pre-lander and lander do not deliver brings clicks that do not sell.

For MVA, state attorney advertising rules can also apply. See attorney advertising rules for MVA traffic. This page is not legal advice.

Running native traffic already? Tell us your offers, states and expected volume.

Apply as a publisher

Frequently asked questions

Do I need a pre-lander for native traffic?

No. You can link native ads straight to your Summit tracking link. Many buyers add a pre-lander when readers need more context, especially for MVA offers.

Can my pre-lander collect the lead?

Keep the form on the Summit lander. That is where consent is captured and where the lead is attributed to your tracking link. Your pre-lander should explain the topic and link to your tracking link.

Which native ad networks can I use?

Native ad networks are an approved source. Tell us which networks you plan to run when you apply, and follow each network's own policies.

How do I find the sites that sell?

Pass the site or placement ID into a sub ID. Your results by tracking link and sub ID then show which sites produce sold leads, so you can block the rest.

Traffic sources

All four approved sources compared side by side.

Meta traffic

Feed-based campaigns on Facebook and Instagram.

Google traffic

Search campaigns that capture people already looking.

How to run native traffic to lead offers

A step-by-step native campaign for lead offers.

Native vs Meta for lead gen affiliates

How the two feed-based sources compare.

Publisher FAQ

Answers on verticals, sources, payouts and applying.