Marketing tools for developers requires targeting the right platforms where they spend time and engage with content. Here's a quick summary of the best websites to promote developer tools:
- daily.dev: Access over 1 million developers with targeted ads based on programming languages, tools, and seniority. Formats include in-feed ads, post page ads, and email digests.
- Stack Overflow: Reach developers solving technical challenges. Options include banner ads, Topic Tag sponsorships, and native content syndication.
- Reddit: Advertise in programming-focused subreddits. Formats include conversation ads, Promoted AMAs, and community collaborations.
- GitHub Sponsors: Build credibility by sponsoring open-source projects. Options range from badges to logo placements in repositories.
- Dev.to: Engage with a privacy-focused developer community through native ads, homepage takeovers, and sponsored challenges.
- Hacker News: Post organically or use "Show HN" to showcase tools. Success depends on technical depth and timing.
- Google Ads: Target developers globally with search, video, or display campaigns tailored to specific queries and interests.
Each platform offers unique ways to connect with developers, whether through targeted ads, sponsorships, or organic engagement. Choose based on your goals, budget, and target audience.
::: @figure 
{Comparison of 7 Top Advertising Platforms for Developer Tools}
1. daily.dev Ads
Audience Relevance and Reach
daily.dev connects with over 1,000,000 developers worldwide, representing about 1 in 50 developers globally . With more than 1 billion recorded interactions, the platform uses behavioral data to power highly targeted advertising .
What makes this even more effective is the ability to segment campaigns by specific developer traits. You can target by programming language (like JavaScript, Python, Go, or Swift), seniority levels (from beginners to seasoned engineers), and even developer tools (such as Docker, Kubernetes, VS Code, or Jupyter Notebook) . This level of detail ensures your ads reach the right audience at the right time.
This rich data enables a variety of ad placements tailored to developers' needs.
Advertising Formats and Placements
daily.dev offers three main advertising formats that naturally fit into a developer's daily workflow:
- In-feed native ads: These appear directly in developers' personalized content feeds, blending smoothly with the organic content they already consume.
- Post page ads: These target developers at high-intent moments, such as when they’re reading articles or engaging in discussions.
- Digest ads: Delivered straight to developers' inboxes, these ads are customized to match their technical interests and reading patterns .
What sets these formats apart is their seamless integration. Unlike traditional display ads, which can feel intrusive, daily.dev’s native ads are designed to build trust by aligning with developers' expectations. As the platform puts it:
Run native ads on daily.dev to build trust and drive qualified demand .
Transparency is key - ads are clearly labeled, ensuring developers know what they’re engaging with while maintaining trust. This approach leads to higher engagement rates, supported by the platform's strong performance metrics.
Engagement and Interaction Rates
The daily.dev community’s enthusiasm is reflected in its 4.8/5 rating on Product Hunt, where it was crowned "Product of the Year." Add to that over 20,000 GitHub stars and 2,500+ reviews, and it’s clear developers trust the platform . This trust directly impacts ad performance, especially when campaigns focus on delivering technical value instead of generic marketing messages.
Behavioral targeting ensures developers see ads that align with their current interests. For example, when a developer researching Kubernetes sees an ad for a Kubernetes-related tool, engagement is naturally higher. As Daphna Giniger from daily.dev explains:
Developer marketing only works when the product delivers immediate, obvious value. No landing page, brand campaign, or 'community strategy' can cover for a bad product experience.
Cost-Effectiveness for Targeting Developers
daily.dev’s precise targeting not only boosts engagement but also helps advertisers get more out of their budgets. Tools like the Developer Marketing Budget Calculator and the Tech Campaign ROI Estimator make it easy to plan campaigns. These tools allow advertisers to input their budget, campaign duration, and channels to forecast conversions and profitability .
The platform also prioritizes privacy, using behavioral data instead of invasive tracking. This aligns with global privacy regulations and reinforces the trust developers place in daily.dev. By respecting privacy while delivering precise targeting, daily.dev creates an environment where advertisers can thrive without compromising ethical standards.
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2. Stack Overflow Advertising
Audience Relevance and Reach
Stack Overflow connects with developers at a pivotal moment - when they’re actively solving technical challenges. An impressive 93% of developers visit the platform multiple times a month, making it a go-to resource for technical problem-solving.
What makes this audience stand out is their influence on purchasing decisions. 62% of developers play a direct role in technology procurement. Advertising here means reaching not just individual contributors but also key decision-makers who recommend and evaluate tools for their teams.
The platform's 183 unique communities allow advertisers to target specific technical niches. Whether you're promoting a database tool, cloud service, or development framework, there’s a dedicated community discussing that exact technology.
Advertising Formats and Placements
Stack Overflow provides several advertising options to connect with developers throughout their research process. Banner ads - available in sizes like 728x90 for desktop or 300x250 for mobile/desktop - offer broad, targeted visibility across the platform.
For more precise targeting, Topic Tag sponsorships are a standout feature. With over 60,000 active Topic Tags, you can align your ads with discussions about specific technologies. To maintain variety, no single advertiser can exceed a 25% share of voice for any given topic tag.
The platform also offers "Direct to Developers", a native content syndication solution that pairs technical content with relevant queries. This approach works well because it delivers value precisely when developers need it most.
Engagement and Interaction Rates
Stack Overflow’s reputation for quality extends to its advertising. Community-elected moderators ensure that content remains relevant and useful, which enhances the overall trustworthiness of the platform:
The trust we've built around relevancy and usefulness flows into our advertising as well. Universal ad guidelines protect the developer experience and create a halo of trust for the brands that advertise with us.
- Stack Overflow
This trusted environment leads to higher engagement rates. By associating your brand with a respected technical resource, you benefit from the credibility Stack Overflow has built with its audience.
Cost-Effectiveness for Targeting Developers
Stack Overflow’s precision targeting ensures your ad spend goes toward reaching the right audience. Advertisers can segment by skills, user intent, roles, and even historical behavior, focusing on developers who actively work with the technologies being promoted. Topic Tag sponsorships, for example, provide a 50% share of voice within specific niches, ensuring your brand stays visible where it matters most.
To maximize campaign success, dedicated success managers provide regular analytics and recommendations. These experts help fine-tune campaigns for better ROI, ensuring your ads deliver results. While pricing details aren’t publicly available, custom packages can be arranged by contacting Stack Overflow’s team. The platform’s targeting capabilities and audience influence make it a valuable choice for reaching technical decision-makers.
For distributing technical content, the Direct to Developers solution offers strong value. As Stack Overflow explains:
Direct to Developers is our native content syndication solution... It's a cost-effective way to generate new, qualified traffic for technical content.
- Stack Overflow
These features make Stack Overflow a powerful platform for advertisers looking to connect with developers in meaningful, impactful ways.
3. Reddit (r/programming and related subreddits)
Audience Relevance and Reach
Reddit shines as a hub where developers actively look for information instead of mindlessly scrolling. On average, users spend 34 minutes per session engaging in technical conversations and exploring product recommendations. This makes Reddit an ideal platform for promoting developer tools. In fact, 90% of users trust Reddit when discovering new products and brands . It's also the top destination for product-related discussions and a key platform influencing brand and purchase decisions . Reddit-acquired customers are especially valuable, spending 2.5 times more than users from other platforms . With over 60% of its traffic coming from mobile devices , Reddit ensures your ads can reach developers wherever they are.
Advertising Formats and Placements
Reddit offers ad formats that naturally blend with user-generated content. Free-form Ads let you combine text, images, videos, and GIFs to create posts that feel organic . Conversation Ads appear directly within comment threads, allowing brands to engage with developers during technical discussions . Another standout option is Promoted AMAs, where your team can answer community questions live. For example, Vital Proteins hosted a Promoted AMA featuring Jenn Randazzo, their Sr. Director of Education, which led to an 8x increase in brand awareness and an 11.1x boost in consideration .
Brands have also seen impressive results through community collaborations. G FUEL worked with Reddit communities, driving 72,000 page visits and 6,000 direct purchases, generating $250,000 in revenue . These flexible ad formats, paired with Reddit's competitive pricing, make it a smart choice for cost-conscious campaigns.
Cost-Effectiveness for Targeting Developers
Reddit's pricing is a major advantage for campaigns targeting developers. CPM (Cost Per Thousand Impressions) generally falls between $2.00 and $10.00, while CPC (Cost Per Click) ranges from $0.50 to $3.00 . With less competition compared to other social platforms, Reddit offers a cost-effective way to reach a niche audience . For example, BackMarket saw an 87% increase in CTR and a 59% drop in cost per signup on iOS by using Reddit-optimized creatives . Similarly, Liquid I.V. used Product Shopping Ads to achieve a 17x return on ad spend and a 94% decrease in cost per action .
To get the best results, it’s recommended to let campaigns run for 14–21 days before making major adjustments . This approach allows enough time to gather meaningful data and optimize performance effectively.
4. GitHub Sponsors
GitHub Sponsors is a platform that taps into the developer community to bolster your brand's technical reputation.
Audience Relevance and Reach
This platform connects directly with developers who create and maintain critical tools. To date, GitHub Sponsors has distributed over $40 million to open-source maintainers and supports more than 4,200 organizations sponsoring projects across 103 regions worldwide . With sponsor buttons prominently displayed on repository profiles, your brand gains visibility during code reviews and dependency evaluations . Plus, discovery tools make it easy to fund open-source projects that your target audience already relies on, ensuring your sponsorship reaches the right technical communities .
"Shopify uses GitHub Sponsors to efficiently manage and fund projects within the open source community, tailored to the needs of recipients."
- Azmat Yuhanna, Senior Engineering Operations Manager at Shopify
This level of community engagement opens up diverse sponsorship opportunities to elevate your brand's presence.
Advertising Formats and Placements
GitHub Sponsors offers flexible recognition tiers to suit various budgets and goals.
- Entry-level tiers ($5–$25/month): Sponsor badges to highlight your support.
- Mid-tier options ($100–$250/month): Logo placements within repositories.
- Premium tiers ($500+/month): Sponsored content, exclusive engagement, and more .
Higher-tier benefits might include newsletter features, early access to software, social media mentions, or even access to private repositories for a closer technical collaboration .
Cost-Effectiveness for Targeting Developers
The platform’s direct support model fosters trust within the developer community. Personal accounts are fee-free, ensuring every dollar goes to the developer . Organization accounts incur a 6% fee, split between service charges and credit card processing. However, switching to invoiced billing reduces this fee to 3% .
For maximum impact, consider sponsorship tiers that include logo placements in high-traffic README files or acknowledgments in release notes. This approach ensures your brand is seen where developers are most engaged.
5. Hacker News (Y Combinator)
Hacker News is a platform where technical depth takes precedence over flashy marketing. Its audience is notably sophisticated, with Linux usage 4–6 times higher and Firefox usage 2–3 times higher than the general web. Additionally, a significant portion of users (58–68%) block Google Analytics, reflecting their privacy-conscious and tech-savvy nature . This community values meaningful content over superficial promotion.
Audience Relevance and Reach
Making it to Hacker News' front page can drive a massive influx of traffic - typically between 10,000 and 30,000 unique visitors within 24 hours. For instance, one case study reported 105,000 visits, which led to 97 signups and 14 paying customers . Developer tools, in particular, benefit from this exposure, often gaining around 121 GitHub stars within the first day . Interestingly, personal blogs perform better than corporate blogs on the platform, with a 2.4× higher likelihood of reaching the front page. Personal blogs account for 26% of top content, compared to 11% for corporate blogs. For developer-focused B2B SaaS companies, conversion rates typically range from 2% to 5% . These numbers highlight why Hacker News is a prime venue for organic advertising aimed at technical audiences.
Advertising Formats and Placements
Posting organically on Hacker News is free, but success requires a nuanced understanding of the platform's culture. A popular method is the "Show HN" post, where creators share a ready-to-use product without requiring signups and actively engage with commenters . One example saw a "Show HN" post drive over 100 installs and earn more than 50 GitHub stars from just 61 visitors - showcasing the platform’s ability to foster deep engagement .
"Explain your solution, giving technical details. Explain what's different about your solution, giving technical details. Go deep into details."
- Hacker News Official Admin Guidelines
Timing matters, too. Posts published on weekends - especially Sundays - have a 20–30% higher chance of gaining traction compared to weekdays . However, a front-page feature can lead to intense traffic spikes, with 35–50 visitors per minute. For example, one developer faced $110 in overage charges after their post generated 233 GB of traffic .
Cost-Effectiveness for Targeting Developers
Hacker News provides an affordable way to reach developers, but you need to be ready for sudden traffic surges. Plausible Analytics is a great example: the platform used Hacker News as its top traffic source, accounting for 60% of visits, and grew from 60 beta users and $64 in monthly recurring revenue (MRR) to $3.1 million in annual recurring revenue (ARR). On one peak day, they secured 94 trial signups . Similarly, Baremetrics saw a front-page post generate $1,200 in new MRR within 48 hours, eventually reaching $1,500 - about 30% of their monthly revenue at the time . Even a single, well-placed comment can deliver results. Divjoy, a React codebase generator, earned $891 in revenue and achieved a 10.9% conversion rate from one thoughtful comment on an existing thread .
"It's sadly common for a great Show HN post to get demoted because its creators, eager to get it on the front page, asked friends to upvote it."
- Daniel Gackle (dang), Primary Moderator, Hacker News
Avoid manipulating votes - asking just 5–6 friends to upvote can trigger penalties. Instead, focus on lowering barriers to trial, providing in-depth technical insights, and engaging genuinely in discussions. Admitting to bugs or limitations often builds more trust than defensive responses .
6. Dev.to (DEV Community)
Dev.to is a platform built with privacy in mind, where millions of developers come together to share technical knowledge. It offers native advertising that seamlessly integrates with its technical content, making it especially appealing to developers who prioritize data privacy and often use ad blockers.
Audience Relevance and Reach
Dev.to connects you to a highly engaged community of developers who actively consume and interact with educational content. Since its collaboration with Major League Hacking (MLH), the platform has expanded its global reach, offering new partnership opportunities across the developer ecosystem. This partnership allows advertisers to engage with developers not only on Dev.to itself but also through events like hackathons. With such a robust community foundation, Dev.to provides a variety of ad formats tailored to resonate with technical audiences.
Advertising Formats and Placements
Dev.to offers four main advertising formats, each designed to suit different goals.
- DEV Ads: Native ad units that blend seamlessly with the platform’s content, perfect for maintaining a consistent brand presence.
- DEV Takeover: A high-impact option featuring a homepage banner and a detailed post, ideal for product launches or feature announcements.
- DEV Challenges: Sponsored competitions that encourage developers to use your tool, fostering hands-on engagement and adoption.
- Sponsorships: Opportunities to sponsor newsletters, podcasts, and hackathons, providing multi-channel exposure.
| Advertising Format | Description | Best For |
|---|---|---|
| DEV Ads | Privacy-focused native ads integrated with content | Brand presence and traffic |
| DEV Takeover | Homepage banner + dedicated DEV post | Product launches and feature releases |
| DEV Challenges | Community-wide building competitions | Product adoption and hands-on engagement |
| Sponsorships | Placements in newsletters, podcasts, and hackathons | Multi-channel brand awareness |
These options allow advertisers to connect authentically with a community that values practical, hands-on experiences.
Cost-Effectiveness for Targeting Developers
Dev.to’s advertising formats offer more than just impressions - they focus on measurable engagement. While pricing details aren’t publicly available, you can reach out to partners@dev.to for tailored packages. Formats like DEV Challenges stand out by driving active tool adoption, encouraging developers to interact directly with your product. For major launches, the DEV Takeover secures prime homepage visibility while offering space for detailed technical explanations. By combining high-impact placements with interactive formats, Dev.to ensures your advertising efforts lead to meaningful engagement, making it an ideal choice for tools that developers need to experience firsthand.
7. Google Ads (Developer-Focused Campaigns)
Google Ads provides access to developers across platforms like Google Search, YouTube, Gmail, and the Google Display Network, enabling you to connect with a global audience at the exact moments they're searching for solutions. For developer tools, Google Play is especially powerful, reaching over 1 billion Android users in more than 190 countries - an ideal way to reach developers with high intent.
Audience Relevance and Reach
One of Google Ads' biggest strengths is its ability to target audiences with precision. You can tailor your campaigns by focusing on specific criteria like programming languages, skill levels, or preferred platforms. This ensures your ads are shown to developers who are most likely to benefit from your tool. Since developers value clear and technical communication, your messaging must align with their needs. However, be aware that as of February 2, 2026, Google has restricted session attribute and IP imports for new advertisers in the Ads API. To maintain effective targeting, advertisers must now use the Data Manager API.
Advertising Formats and Placements
Google Ads offers a variety of ad formats to suit different goals. For search campaigns, Responsive Search Ads allow up to 15 headlines and 4 descriptions, which Google optimizes in real-time. For visually engaging campaigns, Demand Gen campaigns utilize YouTube, Google Discover, and Gmail feeds, supporting carousels and video formats. If you’re looking for a streamlined approach, Performance Max campaigns combine multiple Google properties - Search, Display, YouTube, and Discover - into a single campaign for unified management.
| Ad Type | Primary Placements | Best Use Case |
|---|---|---|
| Responsive Search Ads | Google Search, Search Partners | Capturing intent-based queries like "best IDE for Python" |
| Demand Gen Ads | YouTube, Discover, Gmail | Visual discovery and re-engagement in personalized feeds |
| Performance Max | All Google Properties | Reaching across channels with a single, unified campaign |
| Video Ads | YouTube | Showcasing tool features through tutorials or walkthroughs |
These options make it easier to target developers while keeping costs manageable.
Cost-Effectiveness for Targeting Developers
Google Ads simplifies campaign management through its API and scripts, automating processes like keyword optimization and ad adjustments. For developer-focused campaigns, success depends on crafting concise, technical headlines that clearly highlight your tool’s value. Developers are drawn to ads that promise immediate, practical benefits. Regular A/B testing is essential to fine-tune your messaging and identify what resonates most. Pairing your campaigns with educational content can further build trust and engagement. Lastly, integrating Google Analytics and conversion tracking tools helps you pinpoint where your most engaged developer users are coming from, ensuring you maximize your ROI.
How to Improve Your Advertising Performance
Boosting ad performance takes a mix of clear messaging, precise targeting, and consistent testing. Developers, in particular, respond to ads that speak directly to their technical needs. While 68% of developers ignore generic, non-technical ads, they are four times more likely to engage with ads highlighting API integrations or open-source compatibility.
To capture their attention, focus your messaging on technical benefits. Use elements like code snippets, debugging demonstrations, or scalability explanations. For example, in Q1 2024, Linear ran ads on Stack Overflow, targeting React developers with the message "faster debugging for React devs." This approach delivered a 2.1% click-through rate, a 15% conversion rate, and generated 1,200 sign-ups in just 30 days, resulting in $45,000 in monthly recurring revenue (MRR).
Use Data-Driven Targeting
Targeting the right audience is key. Platforms like Reddit and daily.dev offer tools to pinpoint developers based on seniority, programming languages, or tools they actually use. Ads placed in programming subreddits on Reddit, for instance, achieve 25% better conversion rates when SaaS tools are promoted with developer-specific keywords. Similarly, daily.dev allows you to fine-tune targeting, ensuring your ads connect with the right audience at the right time. Once your targeting is set, validate its effectiveness through structured testing.
Test and Optimize Through A/B Testing
A/B testing is critical to refining ad performance. Run tests for at least two weeks before scaling, experimenting with different headlines, calls-to-action, and creative formats. In June 2023, Postman advertised on Dev.to using developer-focused posts that showcased API workflow demos. This strategy increased trial sign-ups by 28%, going from 4.2% to 5.4% over 45 days. Their growth team also used sponsored articles with embedded code and retargeting, which brought in 3,500 new users with a 22% paid conversion rate.
Monitor Metrics and Adjust
Track your ad performance weekly using platform dashboards. Aim for a click-through rate (CTR) above 0.5% on developer-focused sites, and pause underperforming ads quickly. Ads on Stack Overflow, for example, typically achieve CTR rates between 0.8% and 1.2%, which is three times higher than general tech ads. Keep a close eye on your cost-per-acquisition and adjust your targeting or messaging based on data. Including GitHub links or code demos in your ads can also improve credibility and encourage sharing within developer communities.
Conclusion
Choosing the right platform to promote your developer tools means understanding where developers spend their time and how they interact with content. For example, 93% of developers visit Stack Overflow multiple times a month, making it a key destination for addressing technical challenges. The platforms discussed - daily.dev Ads, Stack Overflow, Reddit, GitHub Sponsors, and Dev.to - each offer distinct benefits for connecting with developers at different stages of their research and problem-solving processes. This variety requires a thoughtful, data-informed approach to your advertising strategy.
Each platform shines in engaging developers during specific points in their workflow. To make the most of your efforts, align your advertising strategy with the unique strengths of each platform.
Experiment with campaigns across several platforms to discover what resonates most with your audience. Use the insights you gather to refine your messaging. Platforms with strong community moderation often create a "halo of trust", which can positively influence how developers view your brand.
Incorporate content-driven formats to diversify your tactics. As Stack Overflow suggests:
Build on a developer's desire to research and learn by considering podcasts, newsletters, webinars, and other tactics that will deliver the insights and information they're seeking.
This multi-format strategy ensures you can engage developers whether they’re actively searching for solutions or casually exploring new tools.
FAQs
How do I choose the best platform for my developer tool?
To find the right platform for your developer tool, follow these steps:
- Identify your audience and content style: If your content is highly technical, platforms like GitHub are a great fit. For interactive discussions, consider forums like Stack Overflow, which cater to technical users.
- Assess activity and credibility: Look for platforms with active, reliable developer communities where your content can thrive.
- Align platform features with your content: Make sure the platform supports your content format - whether it's articles, tutorials, or other types - for better visibility and engagement.
What ad creative works best with developers?
The best ads for developers succeed by prioritizing honesty, technical precision, and real-world usefulness. Speak their language with accurate technical terms, and emphasize measurable advantages like faster performance or reduced costs. Formats that resonate with developers include ads embedded in IDEs or detailed documentation pages. Being upfront about technical specifics and tackling actual pain points helps establish trust. Combine that with actionable solutions and endorsements from peers, and you're more likely to capture their attention and engagement.
How should I track ROI across multiple ad channels?
To measure ROI across different ad platforms, pay attention to metrics like Click-Through Rate (CTR), conversion rate, cost per click (CPC), and cost per thousand impressions (CPM). Consistency is key - use tools like UTM parameters and analytics platforms to track performance accurately and assign results to the right channels. This approach not only makes it easier to compare campaigns but also helps pinpoint which channels deliver the strongest outcomes.