A media kit is a document a publisher or affiliate shares with potential advertising partners to present its audience and its advertising options.
Definition
A media kit is a document a publisher or affiliate shares with potential advertising partners to present its audience and its advertising options. It typically covers traffic volume and trend, audience geography, device split, demographics and interests, the site's main content areas and their performance, available placements and formats, pricing or a link to a rate card, past results or case studies, technical and creative specs, and contact and process details.
It is a sales and qualification tool: it lets a prospective advertiser quickly judge fit and scale before entering a negotiation.
A credible media kit uses verifiable or independently measurable figures (analytics screenshots, third-party panel data) rather than round unverified claims, and is honest about audience composition. Inflated or vague numbers are quickly exposed once a campaign runs and tracking data comes back, and they damage the relationship more than a smaller honest figure would.
In context
For an iGaming affiliate, a media kit is used to win direct deals with operators — sponsored positions, tenancies, content partnerships — and to negotiate better performance terms by demonstrating traffic quality. The relevant figures for this audience are geo split by regulated market, share of traffic that is organic and intent-driven, engagement depth, and any evidence of player quality (retention or value data an operator has shared back).
An operator deciding between a flat tenancy fee and a CPA deal wants to see that the affiliate's traffic converts and retains, not just that the site has visitors.
The compliance framing belongs in the media kit too: which markets the site targets and is compliant for, that it promotes only licensed operators, that it applies age-gating and responsible-gambling messaging, and how it labels paid placements. This reassures a serious operator that a partnership will not create a regulatory problem, and it filters out advertisers looking for placements the affiliate should not sell.
A media kit that leads with honest, segmented audience data and clear category terms positions the affiliate as a professional partner; one built on inflated totals and no compliance detail signals the opposite.
Worked example
An affiliate's media kit shows monthly organic sessions by country, the 70% share from three regulated markets, average pages per session, and anonymised retention data from two operator partners. It states the site promotes only licensed brands with disclosure and responsible-gambling messaging.
An operator uses it to choose a CPA deal over a flat fee, confident the traffic retains.
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