adMarketplace Organic Growth Opportunities

A scalable directory of partner-specific landing pages that answer where ads run, placement specs, and audience targeting for specific browsers and BNPL platforms.

Example Keywords

• advertise on Firefox
• advertise on Klarna
• BNPL advertising
• AI chat ads
• advertise on Opera

Rationale

This play converts existing brand authority into non-branded, high-intent surface queries. It targets buyers looking for specific inventory that adMarketplace uniquely controls.

Topical Authority

The domain already has news and partner signals related to Mozilla and Opera, making it a credible source for surface-specific advertising guides.

Internal Data Sources

Use partner inventory specs, aggregated performance benchmarks by surface, and existing partner press release language to differentiate content.

Estimated Number of Pages

1,200+ (Covering various surfaces, placement types, and advertiser objectives)

Programmatic B2B solution pages tailored to specific advertiser categories and desired outcomes, built to convert with proof points and vertical KPIs.

Example Keywords

• native search advertising for retail
• customer acquisition for fintech ads
• incremental revenue for travel brands
• prospecting ads for insurance
• search discovery ads for ecommerce

Rationale

Systematizing existing case studies into a searchable library allows the brand to capture high-intent vertical searches that currently have zero organic coverage.

Topical Authority

The site already uses vertical categories for case studies (Auto, Beauty, Retail, etc.), providing a strong foundation for expanded solution hubs.

Internal Data Sources

Leverage case studies tagged by industry, platform benchmarks by vertical, and the 2025 State of Search report for proprietary context.

Estimated Number of Pages

2,000+ (Covering hundreds of sub-verticals across multiple campaign objectives)

A library of pages mapping how consumers discover products in specific categories before they hit the SERP, providing pre-purchase search behavior insights.

Example Keywords

• how shoppers discover running shoes
• shopping journey for car insurance
• pre-purchase search behavior for luggage
• consumer research habits for electronics
• discovery journey for home services

Rationale

This play leverages the brand's unique 'pre-SERP' positioning to capture users at the earliest stages of the funnel where competition is lower.

Topical Authority

The brand's 'AI Search Consumer Report' and 'Insights & Research' section establish it as a thought leader in evolving search behaviors.

Internal Data Sources

Use first-party research datasets, anonymized intent clusters from platform logs, and category-specific engagement trends.

Estimated Number of Pages

8,000+ (Covering product categories across various discovery stages and buyer archetypes)

Ready-to-run experiment blueprints for performance marketers that provide test designs, hypotheses, and success criteria for proving incremental lift.

Example Keywords

• incrementality test plan template
• lift test design for fintech
• marginal ROAS measurement framework
• causal impact marketing experiment
• holdout test blueprint for retail

Rationale

Targets high-intent procurement and analytics stakeholders who are in the vendor evaluation phase and need credible measurement documentation.

Topical Authority

Existing content on mROAS and measurement categories provides the necessary expertise to rank for technical evaluation queries.

Internal Data Sources

Utilize internal experimentation SOPs, measurement methodologies, and aggregated results from past incrementality studies.

Estimated Number of Pages

1,000+ (Covering verticals, channel mixes, and specific KPI focus areas)

A technical library for potential publisher partners (browsers, apps, OEMs) organized by integration pattern and monetization potential.

Example Keywords

• monetize in-app search
• new tab monetization partner
• search widget monetization
• typeahead monetization strategy
• native search feed monetization

Rationale

Fills a major gap in supply-side SEO coverage, as the current publisher pages generate nearly zero organic traffic despite the brand's market leadership.

Topical Authority

As the largest monetization partner for browsers worldwide, the brand has the technical credibility to own integration-specific search terms.

Internal Data Sources

Use SDK/API documentation, implementation checklists, and partner success benchmarks by integration type.

Estimated Number of Pages

800+ (Covering integration patterns across various platform types and device contexts)

Improvements Summary

Refocus the commercial hub page and /advertisers page around one primary non-branded term each, then expand on-page copy to cover definitions, how it works, proof, and FAQs with schema. Add new term-specific landing pages plus a hub-and-spoke internal linking plan from measurement, trust, and case studies, while removing “ad marketplace” targeting from careers/about pages to reduce cannibalization.

Improvements Details

Make the commercial hub page the owner of “ad marketplace” and add ~1,500–2,500 words covering: definition, step-by-step workflow, custom integrations, incremental measurement (mROAS), privacy-safe positioning, vertical use cases, competitive comparisons, and an FAQ (FAQ schema + refreshed title/meta). Update /advertisers with KPI framework, placements/formats, onboarding timeline, mini case-study callouts, and an objection-handling FAQ; expand the intent-based media page with a definition + activation details and link back to the hub. Publish dedicated pages for “online advertising marketplace,” “search advertising company,” and “privacy-safe search advertising,” then add contextual internal links (partial-match anchors like “ad marketplace,” “intent-based media,” “marginal ROAS”) from the mROAS post, SOC 2 news, and case studies; add Organization/Breadcrumb/Article schema and address Core Web Vitals on the expanded hub page.

Improvements Rationale

Current performance is brand-led, while high-CPC non-branded terms show low capture and signs of keyword overlap across unrelated pages. Adding stronger topical coverage, tighter keyword-to-page mapping, and structured internal links increases relevance signals so page-2 commercial URLs can move into the top 10. Quick wins on lower-competition terms like “marginal ROAS” and “intent media nyc” can rank faster and pass internal-link value to the revenue pages, improving non-branded demo volume and conversion confidence via measurement and trust content.