“Shared media” is outperforming traditional digital advertising by 10x.(1) So what exactly is shared media and why is it so successful? In traditional media buying, the advertiser buys audience exposure from a publisher, broadcaster or ad network. The publisher or ad network shows the ad to its audience and is paid by the advertiser according to the number of people reached. With shared media, the advertising brand provides tools to its own loyal audience to create and share branded marketing with their peers, a form of guided word‑of‑mouth marketing.