Quora’s ads platform is out of beta and available globally

Quora, the place to get answers to questions on just about any topic you can dream up from people who know about it, has now opened its self-serve ads platform to advertisers globally.

More than 300 advertisers from a range of verticals have been using the platform while in beta. Shopify, Hubspot, Thinkific, Udacity and Hired are among the companies that have been running campaigns.

This under-the radar company is valued at $1.8 billion as of its latest funding round last month. Though it has been comfortable with a slow growth approach until now, as we reported in April, Quora has doubled its ads team, which includes several Facebook ad alumns, and is planning to invest in building out the ads platform.

Quora currently offers two native ad formats — text and app install ad — that run on question pages and include a call-to-action button. Ads are sold on a CPC basis in a real-time auction, and campaigns can be targeted by topics, location and device.

The platform is intuitive to those who have used AdWords or Facebook Ad Manager, and conversion tracking via a pixel has been available from the start. For app install attribution, Quora partners with several third-party measurement providers, including Adjust, AppsFlyer, Kochava and Tune. The company says attribution and targeting capabilities will continue to be key areas of focus as it continues to invest in the ads platform.

Ad quality is also a focus. Ads undergo a combination of automated and manual review for approval before they can run, and users have the option to flag ads they no longer want to see.

At launch, Quora ads can be targeted globally but are only supported in English.

The site now has a monthly user base of 200 million unique visitors, up from 100 million as of March 2016.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.