SmartLinks for AI-Driven Traffic: How Publishers Are Monetizing Conversational Search
Learn how AI search is changing traffic monetization approach and why SmartLinks help affiliates monetize mixed traffic sources more efficiently.
VPNs are one of those verticals that's always trending. Regulators are tightening the screws more and more every quarter, yet demand continues to grow. And that's good news for arbitrageurs. The bad news is that VPN users are so unpredictable: someone who installs a free VPN to unblock a streaming service converts very differently from someone who pays for an iPhone cleaning service that includes a built-in VPN.
Hence the main question that constantly pops up in chat rooms: what's the best thing to run ads on in 2026, push notifications, pop-ups, or native ads? The short answer: it depends on exactly what you're selling and to whom. Read the long answer below.
Why VPNs Are Profitable in 2026
- Concerns about privacy have become a constant backdrop rather than a one-off news story.
- The bulk of traffic is mobile: most VPN installations now happen on phones, not laptops.
- Bundled utility apps (VPN + cleaner + lite antivirus) convert better in many regions than a standalone VPN app.
We'll discuss that last point separately. After all, an offer featuring a simple VPN and an offer for a cleaner that includes a VPN are from a traffic-purchasing perspective almost two different products with different click psychologies.
Push: The Button for Impulsive Decisions
Push notifications exist somewhere between an ad and a message from a friend. That's exactly why this format still works so well for VPNs and utilities, it doesn't ask the user to think; it asks them to react.
Where Push Excels:
- Mobile-first offers, especially the iOS VPN + cleaner combo — based on our observations, this combination converts significantly above average
- Quick, one-click installations
- Tier 2/3 geos, where CPC is low and volume is huge
- Retargeting users who have already shown interest but haven't completed the installation
Where it falls short: whenever an explanation is needed. If an offer requires a comparison page or a "why our VPN is better" pitch, Push will filter out most of that traffic before the user even reads a single word.
Popunder: A Format That Refuses to Die
People declare popunders dead every couple of years and every couple of years, they quietly continue to convert. The mechanics are simple: the ad opens behind the active tab, so the user notices it only after they've finished what they were doing in a calmer state of mind and ready to make a decision.
Where Popunder Excels:
- Broad VPN offers without strong brand positioning
- Quick testing of new creatives—volume is cheap and instant
- Desktop and mobile web simultaneously
- Offers with simple, "at-a-glance" landing pages
Where it falls short: premium, brand-dependent VPN products. Popunder traffic is closer to "I clicked because it caught my eye" than to "I've researched this," and that doesn't mix well with offers that first need to build trust.
Native: Slow, But With Better LTV
Native ads blend in with the content, so they attract users who've already heard something about the product somewhere by the time they click. This is the most expensive format for a standard test, but it usually pays for itself through retention.
Where Native Excels:
- Subscription-based VPN offers, where LTV is more important than the first payment
- Content funnels — articles like "Best VPNs for Streaming" with a native widget embedded
- Tier 1 geos, where users are more skeptical and need to be "warmed up" before converting
- SEO campaigns where Native is used as a second layer
Where it falls short: speed. Native takes longer to optimize and requires real creative work—a headline that reads like clickbait will kill the CTR just as quickly as one that reads like an ad.
Push vs Pop vs Native
So, What Should You Launch?
If you're promoting a simple VPN app, especially one that comes with a cleaner, Push notifications usually deliver the fastest return on investment. And iOS traffic in this particular niche has recently been exceeding even the most optimistic expectations. Popunders are the right tool for testing a dozen creative approaches over the weekend without blowing your budget on each one individually. Native ads work well when you have a subscription model and you really need users who will stick around past the third day.
Most successful buyers in this vertical don't stick to a single format forever, they use Push for volume, Popunder for testing, and Native for offers where retention is the whole point.
A Traffic Source Worth Testing: Youtarget
Since choosing a traffic source is just as important as choosing a format, it's worth mentioning where a significant portion of the volume has actually been coming from lately via VPNs and utilities. Youtarget is a direct-traffic network operating with Push, Popunder, and Native formats in 220+ geos, built on its own programmatic platform rather than resold inventory.
What's particularly important for this vertical:
- Built-in anti-fraud — critical for Push ads, where bots are especially prone to clicking buttons for no reason
- AI optimization that automatically reallocates the budget toward high-converting platforms without requiring manual monitoring every minute
- Microbidding — useful when testing new VPN or cleaner creatives and you don't want to overpay until you're sure they work
- Dedicated account managers who can immediately provide white/blacklists tailored to the vertical, rather than having to build them from scratch
It's worth noting, based on recent campaigns, that iOS VPN apps and cleaners convert particularly well on push notifications here, which aligns with the general trend — mobile-first utilities with quick installation are outperforming heavier desktop funnels.
If you want to test this out, Youtarget is a good place to launch a Push or Popunder campaign for VPNs this month. And with the promo code CIPIAI, you can also get a nice 10% bonus on your first deposit.
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Summary
- Push for the iOS VPN + cleaner combo: fast, cheap, and currently converting well
- Popunder for quickly testing broad VPN offers
- Native for subscription-based VPNs, where you're playing the long game for LTV
Don't force a single format to do a job it isn't suited for, the vertical is broad enough to run all three in parallel
The VPN market is becoming increasingly competitive in 2026, but the formats driving it haven't fundamentally changed — it's still a matter of carefully matching the format to a specific offer and choosing the right platform.
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