Quora, the place to get questions on just about any topic you can dream up answered by 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 on 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 of several Facebook ad alumns, and is planning to invest into 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.