PropellerAds pushes paid social as part of multisource traffic buying

Cyprus-based platform cites three 30-day cases where paid social beat popunder on CPA and conversion density.

PropellerAds said on 25 September 2026 that it is bringing multiple traffic sources and ad formats into a single account, positioning paid social traffic as a strategic channel for performance advertisers. The company is based in Cyprus and is part of AdTech Holding.

Within its platform, PropellerAds said advertisers can run and manage paid social traffic alongside Interactive Ads, Telegram Mini Apps, Social Traffic, Push Notifications, In-Page Push and Popunder. The company said its AI system analyzes campaigns in real time and uses tools including CPA Goal, automated bidding and targeting to optimize toward measurable outcomes.

PropellerAds framed the move around increasing saturation across search, social and conventional programmatic acquisition, arguing advertisers need incremental audiences while keeping conversion costs measurable. The company said its paid social traffic is delivered through supply partners and “partner-operated traffic setups designed to preserve the context and engagement of social browsing,” with ads presented inside social-style environments.

To support its case, PropellerAds shared three 30-day campaign examples comparing paid social performance against Popunder. In a Gaming campaign, the company said paid social delivered 15,091 target actions at $1.16 each, producing 2.9 times more target actions than Popunder at a 38% lower cost per action. In a Southeast Asia campaign, it reported 42,097 conversions at an average cost of $13.00 each; while CPM was 1.8 times higher than Pop traffic, cost per conversion was 9% lower and total conversions were 14% higher. In a third case, it said paid social represented 19% of impressions but 30% of conversions, generating 7,375 conversions at $9.89 each; cost per conversion was 18.9% lower than Popunder and it produced 1.8 times more conversions per 1,000 impressions.

Oleksandr Shovkun, Sales Team Leader at PropellerAds, said a “higher CPM may reflect the cost of reaching a better audience. Advertisers should build this factor into their bidding strategy from the start and evaluate traffic zones based on performance deeper in the conversion funnel.” The company added that paid social and Popunder can be used together, with paid social focused on engagement and conversion efficiency and Popunder used for scale.