Reach for the Sky: The Audience Extension Playbook

By Gavin Dunaway March 05, 2013

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.