The relationships publishers have with their highly-valued audiences are no longer confined to only their websites or networks. Data Management Platforms and other digital advertising technologies have given rise to audience extension, a service that is expanding digital boundaries for both publishers and advertisers alike. Audience extension helps transform traffic on a publisher’s site into an audience that advertisers can use within digital advertising campaigns, enabling publishers to monetize their site visitors and advertisers to reach those visitors all over the web.
With 3 out of 4 digital publishers currently offering audience extension to their advertising partners, it is clear that this technology is gaining traction and providing attractive results to many players in the digital realm.
Audience Extension is a technology that allows digital publishers to generate revenue from their web traffic by allowing advertisers to reach their audience far beyond their website. Through audience extension, publishers can track their website visitors, and then advertisers can serve ads to that audience on different sites as they continue browsing the web. Publishers can choose how much of their onsite inventory they want to open up for advertising if any.
This webinar was recorded in front of a live audience on Tuesday, May 31, 2016, at 2:00 PM MDT, and highlighted what audience extension is and how publishers can best utilize them.