The new format functions as a dedicated tab within the PropellerAds campaign builder, sitting alongside established options like Push and Telegram Ads. By streamlining the process, the platform allows users to direct traffic to a landing page without navigating the complex rules or third-party integrations usually required for social channel advertising. According to Julia Larionova, Head of Marketing at PropellerAds, the tool was developed specifically to address the resource-heavy demands advertisers face when attempting to scale social engagement.

This addition creates a clear distinction between the platform's existing offerings. While organic social traffic from bloggers and community channels remains housed within the Onclick format, Paid Social Traffic acts as a separate, aggregated supply lane. For sectors like iGaming and Finance, the move provides a more predictable onboarding process under the company’s standard ad quality guidelines. While the feature is currently live in select high-volume markets, the company plans to expand its geographic footprint. Larger advertisers seeking deeper integration also retain the option of Custom Collaboration, which allows for tailored campaign structures and dedicated promotional budgets.