The world of performance marketing is evolving fast, and publishers are at the heart of this transformation. With shifting user behaviors, stricter privacy regulations, and the rise of AI-driven tools, publishers are rethinking how they grow revenue and deliver value to advertisers. At Creative Clicks, we work closely with publishers every day to build strong, sustainable partnerships. Here’s what our supply teams say publishers really want in 2025 and how they can set themselves apart in a highly competitive ecosystem.
The publisher ecosystem has never been more dynamic. In an era where first-party data is critical and platforms like Google and Meta dominate ad distribution, publishers face increasing pressure to deliver clean, high-quality traffic that converts. At the same time, advertisers are looking for partners who can adapt quickly to industry changes, leverage advanced technologies, and build trust through transparency.
For many publishers, the question is no longer how to drive traffic but how to drive the right traffic. Performance marketing success requires a deeper understanding of audiences, smarter use of technology, and tighter collaboration with advertisers.
“The number one thing we look for is transparency,” says Vera, our VP of Supply. “Open communication helps us align publisher goals with advertiser KPIs and avoid surprises down the line.”
Publishers who share detailed information about their traffic sources, creative strategies, and optimization methods build long-lasting relationships with supply teams. Transparency allows for real-time feedback and faster campaign adjustments, which ultimately drives more revenue for both parties.
Many publishing partners have seen measurable revenue growth after setting up regular calls with our supply team to review campaign performance and proactively address issues. This level of collaboration turns a business relationship into a true partnership.
Too often, publishers fall into the trap of prioritizing traffic volume over traffic quality. “It’s a mistake we see all the time,” says Inbal, Client Success Team Lead. “Maybe they prefer to use cheap traffic just to save some bucks… but in the end, it's going to be a short-term campaign. It’s not going to generate the desired results, and it won’t be for the long term.”
In 2025, advertisers are more focused on acquiring high-quality users who engage with their brand, not just clicks or impressions. Publishers who consistently deliver clean, fraud-free traffic and optimize for meaningful conversions are seeing the biggest gains.
Our team recommends implementing advanced fraud detection tools and conducting regular quality audits. For example, analyzing metrics like conversion rates, bounce rates, and engagement times can help identify poor-quality traffic early and take corrective action.
?? Industry Report: Appsflyer 2025 App Marketing Trends
In 2025, AI is no longer an emerging trend, it’s a critical part of performance marketing strategies for publishers. Our supply teams are seeing more partners use AI tools to gain better control over their campaigns and traffic quality.
Publishers are leveraging automation to:
“We encourage publishers to explore AI-powered tools and stay on top of industry trends,” says Inbal. “The ones who innovate are the ones who grow.”
By adopting AI and automation, publishers can save time on manual tasks while improving efficiency and scaling campaigns more confidently.
One of the biggest trends in 2025 is the shift towards owned and operated traffic. Publishers are building their own push notification lists, email databases, and even demand-side platforms (DSPs) to gain more control over their audience and revenue streams.
“These types of partnerships give us and the publisher full control and allow for faster growth,” says Vera. “We can scale campaigns more confidently because we understand where the traffic is coming from.”
To become a top-tier partner, publishers should avoid these mistakes:
Here’s what our supply team recommends for publishers who want to stand out:
As Vera points out, “the future is all about strategic, collaborative partnerships.” Rather than working with hundreds of small partners, supply teams are focusing on a select few and helping them grow.
At Creative Clicks, we’ve started hosting annual publisher meetups to foster collaboration and innovation. These exclusive, all-expense-paid events give top partners the chance to network, exchange insights, and even spark joint ventures through meaningful connections.
By investing in relationships and technology, publishers can position themselves for long-term success.
At Creative Clicks, we’re committed to helping publishers unlock their full potential. If you’re ready to grow your revenue and deliver quality traffic that advertisers love, let’s talk.
Contact us today to explore how we can work together!
