# What native advertising platforms do media buyers actually prefer for brand awareness campaigns versus what gets recommended for pure performance goals?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">I'm researching a roundup on what native advertising platforms media buyers actually prefer for brand awareness versus what gets recommended for pure performance, since the two goals rarely point to the same tool. Filtering G2 reviews to agency and media-buyer users in the<a class="a a--md" elv="true" href="https://www.g2.com/categories/native-advertising"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/native-advertising">native advertising</a> category, The Trade Desk, StackAdapt and Viant show up most, with the split usually coming down to reach and premium inventory for awareness versus targeting and optimization for performance. The fuller list:</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/the-trade-desk/reviews"><strong>The Trade Desk</strong></a>: agency reviewers lean on its targeting precision and clean UI for performance-driven buys.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/stackadapt/reviews"><strong>StackAdapt</strong></a>: praised by agencies for one-dashboard multichannel reach that flexes between awareness and performance.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/viant-technology-llc-viant-technology/reviews"><strong>Viant Technology</strong></a>: buyers cite its granular control levels and people-based data for structured performance work.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/basis/reviews"><strong>Basis</strong></a>: long-tenured agency users value it for streamlining client campaigns across formats.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/illumin-illumin/reviews"><strong>illumin</strong></a>: its journey and sequential messaging gets recommended for guiding audiences, useful on the awareness-to-consideration side.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/quantcast-platform/reviews"><strong>Quantcast Platform</strong></a>: agencies mention fast client setup and real-time audience insights for awareness plays.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Media buyers, where do you actually draw the line, one platform for both goals or separate tools for each? And which of these gets over-recommended for performance when it's really an awareness play?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p>

##### Post Metadata
- Posted at: about 1 month ago
- Net upvotes: 2


## Comments
### Comment 1

&lt;p&gt;Across reviews, buyers rarely use one tool for both goals. Awareness rewards reach and premium inventory; performance rewards targeting depth and mid-flight optimization, and forcing one platform to cover both usually shortchanges one side. Decide which goal owns the budget first, then let that choice pick the platform.&lt;/p&gt;

##### Comment Metadata
- Posted at: 21 days ago
- Author title: Marketer





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