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Advertising Channel Mapping in Sellforte

How media data is classified into standardized advertising channels across platforms for modeling and reporting

The Advertising Channel is a core dimension in the Sellforte Standard Media Hierarchy.

It is a primary modelling dimension, used to differentiate media based on its functional role in driving outcomes (e.g. demand generation vs demand capture vs conversion).

1. Background

Different types of media behave differently in modelling:

  • Brand search captures existing demand

  • Generic search captures broader demand

  • Prospecting creates new demand

  • Retargeting converts existing demand

Sellforte therefore does not rely purely on platform-native classifications. Instead, it constructs Advertising Channels to ensure:

Media is grouped based on marketing function and behavior, not just platform labels.

How Advertising Channels Are Constructed

Advertising channels are derived from a combination of:

  • Campaign name

  • Campaign type

  • Campaign objective

  • Bidding strategy

  • Platform channel type

  • Ad network type

  • Media type

This means:

  • One platform can produce multiple Advertising Channels

  • The same campaign structure across platforms can map to comparable channels

Rule Evaluation Principle

  • Rules are evaluated top-down

  • The first matching rule wins

  • More specific rules override broader ones

  • If no rule matches → fallback channel (e.g. Other, Unspecified)

2. General Rules

Campaign Name Rules (Cross-platform)

Campaign naming is one of the most important inputs.

Brand vs Generic

  • Campaign name contains non brand, non-brand, non_brand → Generic

  • Campaign name contains brand, branded, branding, gs br → Brand

Funnel Classification

  • pros, prospect, acq → Prospecting

  • ret, reta, retarget, re-target, rtg, retar → Retargeting

  • rem, rema, remarket, rmkt → Remarketing

  • awareness → Awareness

 

Matching Logic

  • Case-insensitive

  • Flexible separators (space, _, -, /, |)

  • Pattern-based matching (“contains”)

Typical Inputs Used

  • Campaign name

  • Campaign objective

  • Campaign type

  • Advertising channel type

  • Ad network type

  • Media type

3. Ad platform and Advertising channel hierarchy

Adalyser

Adalyser

  • Direct mapping

Adform

Adform Display

  • Media type = Display

Adform Video

  • Media type = Video

Adform Audio

  • Media type = Audio

Adform Native

  • Media type = Native

Adtraction

Adtraction

  • Direct mapping

Affiliates

Affiliates

  • Direct mapping

Amazon Ads

Amazon Sponsored Products

  • Campaign type = Sponsored Products

Amazon Sponsored Brands

  • Campaign type = Sponsored Brands

Amazon Sponsored Display

  • Campaign type = Sponsored Display

Amazon DSP

  • Campaign type = DSP

Apple Search Ads

Apple Search Brand

  • Advertising channel type = Search

  • Campaign name includes Brand keywords

Apple Search Generic

  • Advertising channel type = Search

  • No Brand keyword match

Apple Search Display

  • Advertising channel type = Display

AppLovin

AppLovin

  • Direct mapping

Awin

Awin

  • Direct mapping

Bing / Microsoft Advertising

Bing DSA

  • Campaign type = DynamicSearchAds

Bing Search Brand

  • Campaign type contains Search

  • Campaign name includes Brand keywords

Bing Search Generic

  • Campaign type contains Search

  • No Brand keyword match

Bing Shopping

  • Campaign type contains Shopping

Bing Performance Max

  • Campaign type contains PerformanceMax

Bing Audience

  • Campaign type contains Audience

Bing Hotel

  • Campaign type contains Hotel

Bing Other Brand

  • Campaign name includes Brand keywords

  • No other rule matched

Bing Other Generic

  • No rule matched

CJ

CJ

  • Direct mapping

Criteo

Criteo Display

  • Media type = Display

Criteo Video

  • Media type = Video

Criteo Performance

  • No other rule matched

Digital Audio

Digital Audio

  • Direct mapping

Direct Mail

Direct Mail

  • Direct mapping

DOOH

DOOH

  • Media type = DOOH

DV360

DV360 Display

  • Media type = Display

DV360 Video

  • Media type = Video

DV360 Other

  • No rule matched

Email

Email

  • Media type = Email / Newsletter

Everysize

Everysize

  • Direct mapping

Facebook Ads

Facebook Advantage+

  • Campaign name includes Advantage+ keywords

Facebook Prospecting

  • Campaign name includes Prospecting keywords

Facebook Retargeting

  • Campaign name includes Retargeting keywords

Facebook Remarketing

  • Campaign name includes Remarketing keywords

Facebook Awareness

  • Campaign name includes Awareness keywords

  • OR objective = Awareness

Facebook Engagement

  • Objective = Engagement

Facebook Leads

  • Objective = Lead generation

Facebook Traffic

  • Objective = Traffic

Facebook App Promotion

  • Objective = App installs

Facebook Sales

  • Objective = Conversions / Sales

Facebook Other

  • No rule matched

Google Ads

Google Search Brand

  • Advertising channel type = SEARCH

  • Campaign name includes Brand keywords

Google Search Generic

  • Advertising channel type = SEARCH

  • No Brand keyword match

Google Shopping Brand

  • Advertising channel type = SHOPPING

  • Campaign name includes Brand keywords

Google Shopping

  • Advertising channel type = SHOPPING

  • No Brand keyword match

Google Performance Max Brand

  • Advertising channel type = PERFORMANCE_MAX

  • Campaign name includes Brand keywords

Google Performance Max

  • Advertising channel type = PERFORMANCE_MAX

  • No Brand keyword match

Google Display

  • Advertising channel type = DISPLAY

  • OR Ad network type contains CONTENT

Google YouTube

  • Advertising channel type = VIDEO

  • OR Ad network type contains YOUTUBE

Google Discovery

  • Advertising channel type = DISCOVERY

Google Demand Gen

  • Advertising channel type = DEMAND_GEN

Google Hotel

  • Advertising channel type contains HOTEL

Google Local

  • Advertising channel type contains LOCAL

Google Smart

  • Advertising channel type contains SMART

Google Travel

  • Advertising channel type contains TRAVEL

Google Multi Channel

  • Ad network type contains MIXED

Google TV

  • Ad network type contains TV

Google Unspecified

  • No rule matched

Google AdSense

Google AdSense

  • Direct mapping

Google Campaign Manager 360 (CM360)

Google Unspecified (CM360)

  • No rule matched

Google Display & Video 360 (DV360)

Google Display (DV360)

  • Media type = Display

Google Video (DV360)

  • Media type = Video

Google Unspecified (DV360)

  • No rule matched

Google Search Ads 360 (SA360)

SA360 Search Brand

  • Advertising channel type = SEARCH

  • Campaign name includes Brand keywords

SA360 Search Generic

  • Advertising channel type = SEARCH

  • No Brand keyword match

SA360 Shopping Brand

  • Advertising channel type = SHOPPING

  • Campaign name includes Brand keywords

SA360 Shopping

  • Advertising channel type = SHOPPING

  • No Brand keyword match

SA360 Performance Max Brand

  • Advertising channel type = PERFORMANCE_MAX

  • Campaign name includes Brand keywords

SA360 Performance Max

  • Advertising channel type = PERFORMANCE_MAX

  • No Brand keyword match

SA360 Display

  • Advertising channel type = DISPLAY

  • OR Ad network type contains CONTENT

SA360 YouTube

  • Advertising channel type = VIDEO

  • OR Ad network type contains YOUTUBE

SA360 Discovery

  • Advertising channel type = DISCOVERY

SA360 Demand Gen

  • Advertising channel type = DEMAND_GEN

SA360 Hotel

  • Advertising channel type contains HOTEL

SA360 Local

  • Advertising channel type contains LOCAL

SA360 Smart

  • Advertising channel type contains SMART

SA360 Travel

  • Advertising channel type contains TRAVEL

SA360 Multi Channel

  • Ad network type contains MIXED

SA360 TV

  • Ad network type contains TV

SA360 Other

  • No rule matched

Impact

Impact

  • Direct mapping

Influencers

Influencers Paid

  • Media type = Influencer Paid

Influencers Organic

  • Media type = Influencer Organic

Influencers

  • No specific classification

Klaviyo

Klaviyo Flow

  • Campaign type = Flow

Klaviyo

  • Default

LinkedIn Ads

LinkedIn Ads

  • Direct mapping

Mailchimp

Mailchimp

  • Direct mapping

Match2One

Match2One

  • Direct mapping

MediaMath

MediaMath

  • Direct mapping

Meta Ads

Meta Advantage+

  • Campaign name includes Advantage+ keywords

Meta Prospecting

  • Campaign name includes Prospecting keywords

Meta Retargeting

  • Campaign name includes Retargeting keywords

Meta Remarketing

  • Campaign name includes Remarketing keywords

Meta Awareness

  • Campaign name includes Awareness keywords

  • OR objective = Awareness

Meta Engagement

  • Objective = Engagement

Meta Leads

  • Objective = Lead generation

Meta Traffic

  • Objective = Traffic

Meta App Promotion

  • Objective = App installs

Meta Sales

  • Objective = Conversions / Sales

Meta Other

  • No rule matched

Outbrain

Outbrain

  • Direct mapping

Pinterest Ads

Pinterest Prospecting

  • Campaign name includes Prospecting keywords

Pinterest Retargeting

  • Campaign name includes Retargeting keywords

Pinterest Remarketing

  • Campaign name includes Remarketing keywords

Pinterest Awareness

  • Campaign name includes Awareness keywords

  • OR objective = Awareness

Pinterest Traffic

  • Objective = Traffic

Pinterest Sales

  • Objective = Conversion

Pinterest Other

  • No rule matched

PR

PR

  • Direct mapping

PriceRunner

PriceRunner

  • Direct mapping

Prisjakt

Prisjakt

  • Direct mapping

Push Notifications

Push Notifications

  • Media type = Push

Quora Ads

Quora Ads

  • Direct mapping

Radio

Radio

  • Direct mapping

Rakuten

Rakuten

  • Direct mapping

Readpeak

Readpeak

  • Direct mapping

Reddit

Reddit

  • Direct mapping

RTB House

RTB House

  • Direct mapping

Shopalike

Shopalike

  • Direct mapping

SMS

SMS

  • Media type = SMS

Snapchat Ads

Snapchat Prospecting

  • Campaign name includes Prospecting keywords

Snapchat Retargeting

  • Campaign name includes Retargeting keywords

Snapchat Remarketing

  • Campaign name includes Remarketing keywords

Snapchat Awareness

  • Campaign name includes Awareness keywords

  • OR objective = Awareness

Snapchat Traffic

  • Objective = Traffic

Snapchat Sales

  • Objective = Sales / Conversions

Snapchat App Promotion

  • Objective = App installs

Snapchat Leads

  • Objective = Leads

Snapchat Other

  • No rule matched

Spotify Ads

Spotify Ads

  • Direct mapping

StackAdapt

StackAdapt CTV

  • Campaign type = CTV

StackAdapt Display

  • Campaign type = Display

Stylight

Stylight

  • Direct mapping

TikTok Ads

TikTok Prospecting

  • Campaign name includes Prospecting keywords

TikTok Retargeting

  • Campaign name includes Retargeting keywords

TikTok Remarketing

  • Campaign name includes Remarketing keywords

TikTok Awareness

  • Campaign name includes Awareness keywords

  • OR objective = Awareness

TikTok Engagement

  • Objective = Engagement

TikTok Leads

  • Objective = Lead generation

TikTok Traffic

  • Objective = Traffic

TikTok App Promotion

  • Objective = App installs

TikTok Sales

  • Objective = Conversions / Sales

TikTok Other

  • No rule matched

TradeTracker

TradeTracker

  • Direct mapping

TV

TV Spots

  • Media type = TV

Webgains

Webgains

  • Direct mapping

X Ads

X Ads

  • Direct mapping

Otherside

Otherside Display

  • Media type = Display

Otherside CTV

  • Media type = CTV

Otherside MobileGames

  • Media type = MobileGames

Otherside Other

  • No rule matched

How to Investigate a Mapping

If a mapping seems incorrect, check:

  • Campaign name

  • Campaign objective

  • Campaign type

  • Advertising channel type

  • Ad network type

  • Media type

  • Data source

In most cases, the mapping is driven by:

  • Campaign name keywords

  • Platform campaign type

  • Platform objective