Definition of Channel 

In the digital advertising industry, we describe “channel” as a value that determines different publishers and their pathways. Airbridge categorizes these channels into paid, owned, and earned media (please see below for examples of each medium).

  • Paid Media: Facebook, Google Ads, Naver Search Ads and etc
  • Owned Media: websites, Facebook pages, personal blogs, emails, messenger groups and etc
  • Earned Media: friends invitation or referral links, contents sharing and etc

Channels are considered at the same level as the source under UTM. For example, you may assign 'company_facebook_page' as a unique value for Facebook pages and insert this value in the tracking link to differentiate each channel for proper measurement. 

All Airbridge tracking links must include channel information and this information allows marketers to measure multiple touchpoints (clicks and/or views) and conversions (app installation and/or websites).


Different Types of Channels 

Airbridge categorizes channels into two different groups - integrated and custom channels. 

  • Integrated Channels: these channels already exist in our system as they have been integrated with Airbridge earlier. For example, Google Ads' unique channel value is registered as 'google.adwords' and Naver Search Ads as 'naver.searchad' on the list. Click on the link below to view all integrated channels and its names.
    (Integrated Channels list:
    • Self-Attributing Networks (SAN): Apple, Facebook, Google

    • Non-SAN: Moloco, Appier, Nswitch, Madup, Remerge and etc

  • Custom Channels: these channels have not yet been integrated with Airbridge and thus may be customized according to the users' needs and priorities. All integrated channels have their own unique value and a duplicate cannot be created once it has already been enlisted. Therefore, any channel that does not have a unique value enlisted in the system can be classified as a custom channel. 

What is a channel?