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Facebook Bests Pinterest

Posted on 9.23.2013

What social network should your digital publishing brand be most active on if the aim is to monetize?

A new study from Yieldbot reveals that Pinterest may rule when it comes to social referrals, but Facebook is providing higher ad performance.

Yieldbot’s research, which examined the impact of social referral traffic on the advertising performance of women’s sites, indicates that social media presents an big opportunity for driving traffic to premium publishers – particularly Pinterest – although publishers need to do a better job of generating volume on Facebook (if only it were that easy). The advertising technology platform also indicated that both Tumblr and Twitter (despite enormous audiences) are “virtually meaningless” to these publishers as a source of traffic. Ouch.

When it comes to ad engagement however, Facebook is the leader by far. Yieldbot analyzed the volume of referral traffic from the social networks to the click-through rate on ads at their site from that traffic and found that Facebook – on desktop and mobile – outperformed the other networks.

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