It is not a new technique, but technological advances such as Real-Time Bidding (RTB), Data Management Platforms (DMPs) and innovative look-a-like algorithms have transformed audience extension into an impressive revenue opportunity.
Publishers are the gatekeepers to a wealth of data craved by advertisers, but there is no rule saying they must simply stand watch over their valuable assets — they can also employ audience data as media buyers. Through audience extension, publishers use their first-party data occasionally appended with third-party data to target audiences on third-party inventory.
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However, the approach to audience extension will differ from publisher to publisher depending on goals, internal processes and the actual site audience. In evaluating how — or even whether — to implement an audience extension program, publisher digital strategists must understand the mechanisms, benefits, requirements and various players in the space — the latter being of particular importance as a variety of offerings have recently appeared.
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