Is audience extension for everyone?
I was promoting part 2 of my audience extension - http://www.admonsters.com/blog/publisher-audience-extension-part2 - piece when a trusted industry pro suggested that audience extension is only for a "select group" of pubs. But when I was researching this piece, I was surprised at the variety of pubs I talked to – newspapers, general info, niche info, financial news. It just seemed to me that audience extension is an opportunity for any site with an audience. Of course, sometimes this audience could be too small to make it worthwhile, which is where techniques such as lookalike or act-alike modeling become interesting – not just for targeting similar audiences, but also for building a publisher's audience (by drawing them from a third-party site to home base).
Perhaps my bigger question is what is the potential to separate audience extension efforts from direct sales? One pub we talked to has its own media-buying team – is there an opportunity here for pubs to pretty much integrate a targeting platform as a revenue stream?
I also want to mention that Kerel Cooper will be leading a session at the Publisher Forum Sonoma on Advance Digital's impressive experience with audience extension – I believe few people on the publisher side can talk about this subject quite as well as him. Read more about it: http://www.admonsters.com/session/making-use-audience-extension/148410
To summarize, I put it to you guys: Is audience extension something a majority of publishers can take advantage of? Why or why not? And is there a bigger opportunity here beyond bolstering direct sales?