Everything you need to know
(Frequently asked questions)
About social ads amplification and how it will transform your budget ROI.
Before you begin: Understanding Social Amplification
Definition, difference from sponsored content, and the role of media brands in performance.
Social amplification, also called Social Publishing, is an innovative approach to advertising, introduced by Mediads in France in 2022, that allows brands to run their social ad campaigns through the social media pages of well-known media brands, rather than through their own accounts. This mechanism is based on a simple yet powerful principle: a message is perceived as more credible when it is shared by a trusted third party.
Our brains are wired to filter—sometimes unconsciously—messages from a brand that speaks for itself. Conversely, when content is carried by a strong media brand, our attention span and trust increase significantly. This is what we call the “trust layer” effect, the core of Social Amplification.
Unlike simple sponsored content, Mediads allows advertisers to retain complete control over their campaigns while benefiting from the editorial endorsement of media brands.
Mediads has developed a proprietary Social Amplification-as-a-Service technology that automates and secures the delivery of advertisers' campaigns from the social pages of partner media brands, while allowing them to:
- target their own audiences,
- manage campaigns through their own Business Manager (Meta, TikTok...),
- leverage their own tracking pixel.
⚠️ We never reuse the audiences or followers of partner media brands. Only the perceived authority of the title matters. The impact is generated by the very principle of advertising content published by a recognised third-party entity, directed at an audience targeted by the advertiser.
By keeping control of the Business Manager, the advertiser continues to leverage:
- their custom audiences, refined by the algorithm over sometimes years of activity;
- the performance history of their ad account, essential for preserving the quality of algorithmic optimisation;
- their pixel, ensuring precise measurement of ROAS and the effectiveness of every euro invested across the full funnel (from impression to conversion).
Our technology therefore integrates seamlessly into the advertiser's existing workflow, while adding a layer of credibility and performance through the third-party media brand.
Traditional sponsored content is typically an article or video shared on social media, often perceived as an "advertorial." It is static, difficult to measure, and poorly optimized.
Social Amplification, or social Publishing, on the other hand, relies on genuine social advertising campaigns, optimized by platforms (Meta, TikTok, etc.), but distributed via a media brand’s social media page, which radically changes how it’s perceived.
🔍 Unlike native content, Mediads allows advertisers to:
- manage the campaign as usual, from their own advertising account;
- use their own audiences for effective targeting;
- kepp their pixel and all their data to measure performance (CPL, CAC, ROAS…).
It is the combined effect of the media brands endorsement and complete technical control that makes this model so powerful.
Because they embody trust and authority in their audiences’ information landscape. When an advertisement is posted on a social media page belonging to a well-known media outlet, it immediately gains credibility, whether consciously or subconsciously.
Mediads does not seek to exploit the media brand’s own audience, but rather its symbolic power: its name, its reputation, and its position as a leader in a given sector.
This transfer of trust has a direct impact on advertising results:
- Higher click-through rate (CTR),
- Lower cost per acquisition (CPA),
- Greater customer reassurance.
It is this psychological leverage, combined with the advertiser’s complete control over the advertising tool, that enables superior performance.
Social Amplification (also called Social Publishing) as created ans envisioned by Mediads is the result of a precise equation in which every factor is essential:
- The reputation of the media partner as a source of trust.
- The advertiser’s audience, built and managed within their Business Manager.
- The advertising account’s algorithmic history, which ensures incremental optimization.
- The advertiser’s tracking pixel, for comprehensive funnel measurement.
Distribution via a credible third party, which drives more attention, clicks, and conversions.
➡️ watch a demo
Trusted Social Ads™️: Understanding the Format
Distribution via a trusted third party, distinction between offer and means, quality of validation.
Trusted Social Ads refer to a new generation of social ads that are no longer served by the brands themselves, but by recognized and legitimate entities, such as media outlets, creators, or highly credible influencers.
This model is based on a simple principle:
💬 “An advertising message is more effective when it is perceived as coming from a trusted third party.”
At Mediads, Trusted Social Ads are served from the social media pages of partner media brands, selected for their perceived reputation and alignment with the brand’s customer personas. This “trust layer” significantly boosts performance, while giving the advertiser 100% control over the ad.
At Mediads, all Trusted Social Ads campaigns within a Social Publishing framework follow a rigorous process:
The advertiser creates and manages the campaign from their own Business Manager,
The media partner approves the content before it is published on its official page,
Mediads orchestrates the entire process using its proprietary delivery technology.
This structure ensures:
Complete control by the advertiser (budget, targeting, pixel, KPIs),
Compliance with the editorial standards of media partners,
Secure, transparent, and high-quality distribution.
Mediads consistently follows the transparency rules set by the platforms (Meta, TikTok, LinkedIn, etc.):
The label “sponsored” or “paid partnership” is always visible,
The visuals and message are clearly promotional,
The campaign is run using the platforms’ native tools (such as Meta’s Brand Collabs Manager), ensuring that the promotional nature of the content is clear.
This transparency:
Builds user trust,
Protects the credibility of media brands,
And adheres to best practices in responsible marketing.
The Social Publishing model, powered by Trusted Social Ads, is gradually establishing itself as the future of paid social for three major reasons:
Ad fatigue: Overwhelmed users are filtering out self-promotional messages.
The rise of trust-based marketing: Credibility is becoming a key factor in conversion.
The pursuit of sustainable performance: this model adheres to advertising algorithms, leverages the advertiser’s assets, and optimizes every euro invested.
Mediads does not offer an alternative, but rather a logical evolution of social advertising that reconciles performance, trust, and control.
➡️ Schedule a demo
Social Media Advertising: What Drives Performance
Advertising fatigue, reassurance effect, impact of the trust layer, platform compatibility.
Social media is saturated with promotional content. Users are exposed to hundreds of ads every day, and their brains have naturally adapted: they automatically filter out messages perceived as self-promotional, especially when they come directly from the brand.
It’s a psychological reflex: we tend to give less credence to someone who talks about themselves than to a reputable third party who recommends or shares information.
👉 Social Publishing helps cut through this background noise by shifting the source of the message: instead of being sent by the brand, it’s shared from a well-known media page. As a result, the message is perceived as more credible, captures attention more effectively, and generates more clicks and engagement.
Linking a campaign to a media brand serves as a powerful driver of trust.
It’s not the media outlet’s organic audience that’s being leveraged, but rather its reputation, image, and symbolic capital.
In practical terms, this allows the advertiser to:
Capture more attention in increasingly crowded environments.
Drive stronger engagement thanks to the credibility of the page displaying the ad.
Create a social validation effect by appearing alongside a reputable player in its industry.
And most importantly, this involves no compromise on advertising performance: the advertiser retains full control over targeting, budget, optimization, and measurement.
The Trust Layer refers to the added value provided by advertising through a recognized media brand. It acts as a performance catalyst.
At Mediads, we consistently see a significant uplift in key metrics:
📈 CTR (click-through rate): +30% to +90% on average
💸 ROAS (return on ad spend): +35% to +150%
🔁 Conversion rate: consistent increase, particularly at the bottom of the funnel
These results stem from a unique combination:
A credible ad placement context (the media outlet),
Optimized algorithmic management (based on the ad account’s history),
Leveraging the advertiser’s proprietary audiences,
Comprehensive tracking via the native pixel.
In other words: this isn’t just a superficial effect, but a structural driver of performance.
Mediads technology is now fully compatible with the leading paid social media platforms, including:
Meta (Facebook & Instagram)
TikTok
On each of these platforms, Mediads enables advertisers to:
Run ads from partner media pages,
Use their own custom and historical audiences,
Manage their campaigns through their own Business Manager,
Continue using their tracking pixel.
Our goal is to offer a plug-and-play solution that integrates seamlessly into our clients’ technical and operational ecosystems, while giving them access to an exclusive catalog of media brands with which to boost their performance.
The Mediads Promise: Results, Targets, and a “Risk-Free” Approach
Measurable uplift, types of advertisers involved, testing methodology, speed of deployment.
Advertisers who use the Mediads solution consistently see a significant improvement in the performance of their social media campaigns across all metrics:
🧠 Increased attention thanks to distribution by a credible third party;
📈 Higher engagement (CTR up 30–90%);
🎯 Better ROAS (between +35% and +150% depending on the campaign);
🛒 Better conversion, particularly at the bottom of the funnel (CPL, CAC, sales).
But beyond the numbers, Mediads’ promise is based on a unique efficiency formula that combines:
The psychological reassurance associated with the media brand,
Ultra-precise targeting based on the advertiser’s proprietary audiences,
Optimized algorithmic management via the advertiser’s Business Manager,
Comprehensive performance tracking via the native pixel.
It is the combination of these factors that enables sustained performance across all industries.
Most importantly, Mediads makes it easy to scale a high-performing campaign across multiple media brands, industries, or markets—without additional technical costs or reconfiguration. It’s an ideal solution for advertisers with large budgets or agencies managing multiple accounts.
The Mediads solution is designed for all brands that are already investing in social ads and are looking to:
Improve their advertising effectiveness,
Optimize their return on investment,
Strengthen the credibility of their message in a highly competitive environment.
We work with:
B2C brands (retail, insurance, mobility, e-commerce, etc.),
as well as B2B brands (professional services, SaaS, HR, finance, etc.),
and media agencies managing major accounts.
The model works as long as the advertiser has an active advertising account—with its audiences and pixel—and is looking to improve efficiency without changing its management practices.
Mediads’ promise is 100% performance-driven. This means:
No minimum volume or duration commitment,
No additional technical costs or specific setup requirements,
No need to switch from your usual tools (Business Manager, pixel, audiences, etc.).
Campaigns can be tested on a small scale, using a “test and learn” approach. If the results are positive, the advertiser can then scale up with confidence.
This is what we call a “risk-free” solution: the test doesn’t disrupt existing marketing operations, but it allows you to verify, at a controlled cost, the real impact of Social Publishing on your KPIs.
On average, an initial campaign can be launched in less than 3 business days.
The process is simple:
Select the relevant media partner(s) (via the Mediads catalog).
Quick technical integration via Business Manager (in just a few clicks).
Creative approval by the media outlet’s editorial team.
Campaign activation, with budget, audience, and objective defined by the advertiser.
🚫 No technical development is required.
✅ The advertiser retains control over creative, targeting, and optimization.
Often, the most time-consuming part isn’t the setup, but selecting the most relevant trusted third party—which brings us to the next question.
Mediads is a 100% plug-and-play solution: no installation, no scripts, no learning curve. The technology integrates in just a few clicks, without disrupting your current processes.
Yes, that’s actually the founding principle of Mediads.
Unlike traditional sponsored content, Social Publishing by Mediads allows advertisers to:
Use their own Business Manager—that is, their existing ad account—enriched by years of algorithmic optimization;
Target their own audiences (Custom Audiences, Lookalikes, retargeting, etc.), which are often much more qualified than cold audiences;
Maintain their own tracking pixel, ensuring performance measurement across the entire marketing funnel: from impressions to conversions, including engagement and traffic.
Staying within the advertiser’s own ad account allows the algorithm to retain its entire learning history. This avoids having to go through a “learning” phase again and strengthens the platforms’ predictive capabilities, which are based on weak signals accumulated over time.
It is this integration into the advertiser’s ecosystem that makes Mediads both simple and effective.
The performance of social publishing also depends on the media outlet selected to run the campaign. This choice must be made by weighing several criteria:
The media outlet’s perceived reputation in society,
Its editorial credibility on the topic of the product or service,
And above all, its ability to instill confidence in the targeted customer personas.
Example:
An online auto insurance brand might choose an automotive media outlet (product-based logic), but also a mainstream women’s magazine if its customers are predominantly women (persona-based logic).
It is this dual alignment—context + target audience—that maximizes impact.
| Key element | What it does | Customer benefit |
|---|---|---|
| Delivery through third-party media brands | Adds a trust layer | More attention, more conversions |
| Runs from your Business Manager | Keeps your historical optimization | No learning phase reset |
| Pixel tracking preserved | Full performance measurement | ROAS, CPA, and CAC tracking |
| First-party audiences | Optimized targeting with behavioral signals | Performance uplift, precision |
| Verticalized media catalog | Precise matching with personas and contexts | Better fit, more business impact |
How It Works: Business Model and Partnerships with the Media
Variable commission, fixed subscription fee, choice of media, revenue sharing with publishers, flexibility of use.
Mediads is compensated through a commission deducted from the advertiser’s advertising budget, based on a percentage clearly established in advance.
This model offers several advantages:
✅ No fixed fees or upfront technical costs,
✅ Compensation based solely on campaign activation,
✅ Full alignment with performance, since Mediads only earns revenue if the advertiser invests and achieves results.
💡 Note: Partner publishers receive a share of this commission, making it a win-win-win model (advertiser, media, Mediads).
Mediads operates on a revenue-sharing model with its media partners.
Each campaign run on a media page results in a payout of a fixed percentage of the amount collected by Mediads.
This payment is net to the publisher, with no technical fees or commercial obligations. It is “bottom-line” revenue (EBITDA).
The media outlet approves each campaign in advance and retains control over its brand image.
This model allows publishers to generate incremental advertising revenue from their social media channels, with no operational effort and without impacting their editorial line.
Yes, absolutely.
Each advertiser can:
Choose one or more media outlets based on their industry or customer personas,
Ask Mediads for a strategic recommendation on the brands most relevant to their objectives (brand awareness, performance, positioning, etc.),
Approve each selection before activation.
💡 Example: An advertiser in the food industry might target a culinary or women’s magazine; a B2B brand would opt for a specialized business publication.
No.
The Mediads model is designed to be:
Flexible: no minimum volume or duration requirements,
Testable on a small scale: an advertiser can launch an initial campaign on a single media outlet to evaluate its performance,
Scalable on demand: if successful, the campaign can be expanded to other publications, verticals, or markets.
This approach allows advertisers to test risk-free and grow at their own pace.
| Player | What they bring | What they get |
|---|---|---|
| Advertiser | Budget, targeting, creative | Amplified performance (CTR, ROAS, CAC…) |
| Media brand | Reputation and credibility | Net revenue and brand value |
| Mediads | Technology and orchestration | Performance-based commission |
Data, tracking, pixels: what you keep under control
Management via the advertiser's BM, data ownership, GDPR compliance, and comprehensive funnel tracking.
Yes, that’s actually one of the Mediads model’s major advantages.
Because you manage your campaigns from your own Business Manager, you retain access to:
All the usual KPIs (impressions, CTR, CPM, conversions…),
Your tracking pixel to monitor performance across the entire marketing funnel,
To detailed reports in your native interfaces (Meta Ads, TikTok Ads, LinkedIn Ads, etc.).
💡 Unlike sponsored content published by a media outlet, here everything is traceable, measurable, and managed by you, within your own tools.
23. How does Mediads use your data?
Mediads’ technology does not access your proprietary data:
You do not share any audience data with Mediads,
We have no access to your advertising history or your first-party data.
Our role is to coordinate the distribution of your campaigns through the social media pages of our media partners. At no time does Mediads capture or store your strategic assets.
✅ Your audiences, your pixels, and your results belong entirely to you.
Yes, it’s actually a key pillar of our model.
Your tracking pixel continues to collect all performance data related to campaigns run through Mediads. This allows you to:
Track results in granular detail, including post-click data,
Measure the actual impact on your business KPIs (sales, conversions, CAC, ROAS, etc.),
Enrich your retargeting or lookalike audiences, just as you would in your traditional campaigns.
🎯 Result: no disruption to your management workflow, but improved performance thanks to Social Publishing.
Absolutely.
Mediads upholds high standards of confidentiality at every level:
Your data is neither resold, exploited, nor used for any purpose other than the delivery of your campaigns.
Your performance metrics are never shared with third parties (including publishers or competitors).
Our contracts with media partners include strict confidentiality and exclusivity clauses.
You retain full ownership of your data in a secure environment that complies with industry standards.
Setting Up Your First Campaign: Prerequisites, Support, and Testing
Plug-and-play, customized support, technical requirements, rapid testing logic.
No technical integration is required. Mediads is designed to work seamlessly with your existing tech stack.
Here’s how it works:
You continue to manage your campaigns from your usual Business Manager (Meta, TikTok, LinkedIn...),
You use your existing audiences,
You keep your tracking pixel,
You set your objectives, creatives, budgets, and targeting as usual.
💡 Mediads simply adds a third-party distribution layer (the media), without changing your internal processes. It’s a plug-and-play solution, 100% operational from the very first campaign.
Here are the minimum requirements to launch a campaign with Mediads:
Have an active advertising account on Meta, TikTok, or LinkedIn,
Have an active pixel connected to your website or CRM,
Be able to manage a campaign using your native tools,
Be open to running ads on selected and jointly approved media pages.
💡 If you’re already running social ads, you can get started with Mediads right away.
Every advertiser receives personalized support, included in the monthly subscription:
A private channel with our team for daily monitoring,
Strategic recommendations on media selection, messaging, and timing,
Responsive technical and operational support (setup, validation, monitoring, etc.),
Regular performance reviews tailored to your business objectives.
🎯 Mediads is an augmented solution: you’re in the driver’s seat, but you’re never alone.
Yes, it’s actually recommended.
We encourage every new client to test the platform on an initial campaign, with:
A controlled budget (starting at a few thousand euros),
One or two media outlets selected together,
A short activation period (1 to 2 weeks).
This test allows you to validate the performance promise, with no commitment or risk.
If the results are positive, scaling up is simple, fast, and scalable.
Mediads prend en charge tous les formats publicitaires proposés par les plateformes sociales (Meta, TikTok, LinkedIn, etc.), à condition qu’ils respectent les politiques et spécifications de chaque canal. Vous conservez une liberté totale sur vos créations, tout en bénéficiant de la diffusion via nos médias partenaires. Voici un panorama des principaux formats :
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Image unique
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Formats : JPG, PNG, GIF (statique ou animé)
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Tailles courantes : 1 200×628 (feed), 1 080×1 080 (carré), 1 200×1 507 (stories)
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Idéal pour : messages clairs, visuels de marque, offres promotionnelles
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Carrousel
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Jusqu’à 10 cartes avec image ou vidéo chacune
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Possibilité d’ajouter un lien distinct par carte
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Parfait pour : présenter plusieurs produits, comparer fonctionnalités, raconter une mini-histoire
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Vidéo in-feed
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Formats : MP4, MOV, M4V, GIF animé
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Durée recommandée : 5–15 s (stories), 15–60 s (feed), jusqu’à 2 min sur LinkedIn
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Ratio : 16:9, 4:5, 1:1
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Avantage : capter l’attention avec du motion, présenter un cas d’usage ou un témoignage
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Stories & Reels (vertical full-screen)
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Ratio 9:16, durée 15 s (Facebook/Instagram Stories), 30 s à 60 s (Reels, TikTok)
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Rich media possible : sondages, stickers, effets AR (Meta)
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Usage : formats immersifs, forte visibilité, idéal pour les “teasers”
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Collection & Instant Experience (Canvas)
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Permet de créer un mini-site mobile within Facebook/Instagram
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Combine image, vidéo, carrousel, formulaire lead gen
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Excellent pour : parcours shopping guidé, présentation de catalogue
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Dynamic Ads & Catalogue Ads
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Diffusion automatique d’images/vidéos issues de votre catalogue produit
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Ciblage en retargeting : visiteurs de votre site, abandons de panier, look-alikes
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Lead Ads / LinkedIn Lead Gen Forms
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Formulaires intégrés à la publicité pour capturer directement des leads
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Personnalisation des champs (nom, email, téléphone)
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Compatible avec votre CRM via API ou Zapier
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Playable Ads & AR Ads (TikTok, Snap)
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Formats interactifs : mini-jeux, expériences AR
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Fort taux d’engagement, parfait pour les lancements produit ou les campagnes jeunes
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À retenir :
Tous les formats admit par les plateformes sont compatibles avec le Social Publishing et les Trusted Social Ads Mediads.
Aucune intervention technique n’est nécessaire chez l’éditeur : vous fournissez vos créations au format standard et nous orchestrons la diffusion.
Respectez toujours les politiques publicitaires et les spécifications de taille / durée de chaque plateforme pour garantir une validation rapide (prévalidation Mediads incluse).
Common Objections & Misconceptions: Questions We’re Often Asked
Competitors, media approval, creative oversight, tight budgets, compliance, confidentiality.
Yes, it’s possible—and it’s neither a problem nor a threat.
- On social media, all advertisers are already competing in news feeds. The fact that they’re served by the same media brand doesn’t change that.
- With Mediads, campaigns aren’t shown to the media outlet’s audience, community, or followers: they’re targeted exclusively at the audiences chosen by the advertiser (via their Business Manager).
This means you retain complete control over your ad delivery, targeting, and objectives.
👉 In summary: the media page acts solely as a credibility booster (trusted layer). But the distribution strategy remains entirely customized, confidential, and separate from those of your competitors.
Final campaign approval always rests with the partner media brand, but in practice, the risk of rejection is extremely low.
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Mediads teams systematically run an internal pre-approval before any submission to a publisher.
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We know each partner's editorial requirements inside out, which allows us to screen content upstream and prevent any rejection.
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Over time, these requirements have loosened significantly — today they only apply to a handful of specific media brands, in very particular cases.
📊 The average campaign approval rate is above 99.9%.
And if a campaign were ever rejected:
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Mediads immediately offers an equivalent alternative, approved with another partner media brand,
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Nothing is ever published without your approval.
👉 Bottom line: approval is a formal step, but one that is fully managed and anticipated — it creates zero operational friction in running your campaigns.
Never.
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You keep 100% creative control: visuals, messaging, formats, campaign objective.
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Mediads can share strategic recommendations if you'd like, but nothing is ever changed without your approval.
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The partner media brand can only approve or reject a creative — never edit it.
👉 Respecting creative integrity is a cornerstone of how we work.
Yes, fully.
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Campaigns delivered through Mediads comply with each platform's ad transparency rules (e.g., "Sponsored" or "Paid partnership" labels on Meta).
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Your first-party data is never transferred, processed, or shared.
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All operations are conducted within a GDPR-compliant framework, on both the advertiser and publisher sides.
