Wildfire clients can participate in Wildfire's commerce media platform, WCN, to drive incremental revenue and create more value for customers. It is designed to connect clients’ audiences with premium advertisers through their “owned” customer channels, such as email newsletters, in-app messages, social media, and browser extensions.
Advertisers pay flat fees for that exposure, often paired with higher commission rates.
The result: our clients’ users see curated, high-value offers, advertisers reach new shoppers, and the client generates incremental revenue beyond existing affiliate commissions.
Getting the most out of WCN comes down to how our clients structure their WCN inventory and run campaigns. Based on the best practices learned since we launched WCN in early 2025, here's what works.
Package Inventory Strategically
Build tiered packages. Create tiered packages (e.g. Gold, Silver, and Bronze) with a varied mix of placements and distinct value at each level. This gives advertisers options at different price points and helps sell more of the available inventory.
Lean into the shopping calendar. Advertisers set aside larger budgets around key retail moments like Back-to-School, Black Friday, Cyber Week, and Mother's Day. Build seasonal packages around these windows to capture that spend.
Offer a variety of placement formats to support different advertiser needs. Highlight discount codes, feature promotional copy, or showcase branded imagery. This ensures advertisers have options that best suit their campaign goals and creative assets.
Know Where Ad Slots Will Live
Every client's inventory looks different, but the strongest programs tend to use a mix of these surfaces:
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Email newsletters – Dedicate a section to Featured Deals. Offer a hero placement (large image) for premium packages, or a standard logo inclusion for lower tiers.
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In-app placements – Placements like a "Featured Store" Banner or Seasonal Gift Guide Carousel let users swipe through top offers. In-app takeovers (pop-ups on login) are premium, high-impact real estate worth pricing accordingly.
- Browser extensions – Offer advertisers placements like Deal Alerts that appear when users visit a competitor’s site. Known as “conquesting,” these placements are a unique and effective way to reach shoppers while they’re considering alternatives.
- Social media – Instagram Stories or TikTok posts featuring a merchant deal make strong value-adds for premium packages.
Run WCN Placements As a Strategic Operation
Price for ROAS. Advertisers typically look for a return on ad spend of roughly 5x or better. Price too high relative to that benchmark and advertisers won't rebook. Competitive pricing is what keeps campaigns productive.
Plan early, especially for Q4. Advertisers commit their ad spend weeks or months ahead of time. Lock in packages early so you don't miss out on available budget during peak periods.
Define inventory precisely. Know the numbers: how many spots are in a carousel, how many users see a given in-app placement in a set period, email subscriber count and open/click-through rates, and the exact send dates. Specificity here removes back-and-forth and closes advertiser deals faster.
Leverage targeting. If a client can segment users by zip code, demographics, or past purchase behavior (say, shoppers who've bought from a pet store), share that with us! Targeting capability is something merchants value highly and will pay more for.
Choose a single point of contact. One person coordinating WCN speeds up communication and deal-closing significantly compared to managing the process by committee.
Incremental Revenue Results
Clients applying these practices have seen measurable outcomes across campaign types:
- An online marketplace client used homepage and carousel placements during Back-to-School and earned $5,625 in topline revenue for that client, while the advertiser saw a 72.68 ROAS.
- A travel planning assistant used conquesting deal alerts and browser retargeting for a hotel brand campaign, driving an 822% increase in orders and a 24.02 ROAS for the advertiser, with the client earning $2,000.
- A savings and rewards app ran premium in-app placements during Cyber Week for an activewear brand, generating a 109% increase in orders and a 14.15 ROAS for the advertiser, with $3,750 in client revenue.
Great Results Mean Repeat Media Buys
When advertisers see results like these, they reinvest.
Top advertisers on the network rebook placements 5 to 7 times per year based on revenue and order lift, which means the right mix of audience, offer, and timing can turn WCN inventory into a recurring revenue stream.
Current Wildfire clients: talk to your Client Success manager to set up your WCN inventory! All others, to learn more about WCN and how you and your customers can benefit from commerce media placements, schedule a demo call below.
