Audience Extension: Turning Identity Into Cash

Everyone has heard of retargeting—serving ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back.

But not everyone knows about Audience Extension, which is a technique smart publishers are using to leverage their identified audiences across the Interweb.

Audience extension allows a publisher to continue to target specific, identified individuals not just on its own network of sites, but on other sites that participate in banner exchanges and auctions. These include some of the best-known and most highly trafficked web sites on the net.

How does it work?

Imagine your advertiser wants to reach architects near Carlstadt, New Jersey, or it could be dermatologists who specialize in cancer treatment. Through careful nurturing of your audience, you’ve identified 10,000 folks that your advertiser wants to reach. These people have been to your sites, and you’ve identified them, so you’re able to target those folks on your sites without a problem. Your advertiser wants to buy 1 million impressions from you, but you can only hit that specific, identified segment with 500,000 impressions.

Without audience extension, you’d commit to the impressions you know you can deliver, and your advertiser would dump the rest of those impressions on the exchanges in a pay-and-spray campaign targeting anonymous lookalikes.

With audience extension, you can commit to deliver the whole 1 million impressions. You deliver what you can through your network of sites, then re-target those same, identified individuals on the exchanges, paying pennies for each impression and taking the difference as your product.

The advertiser gets what they want: a campaign targeted at specific members of your audience who you have identified. And you get what you want: The ability to fulfill the RFP and not send your advertiser off looking for other media outlets to engage with.

In traditional retargeting, advertisers embed a pixel in their banner creatives such that they can retarget folks who see an ad on the publisher’s site elsewhere. This is purely behavior-based. The advertiser has no idea of the person they are bidding on is a bot or a person, much less whether that person is a target for their products and services.

But because audience extension allows a publisher to continue to target specific, identified audience segments, there is less likelihood of fraud and impressions wasted on the wrong person, or worse, a non-person. This allows the publisher to sell access to their audience even when that audience is traveling the web on non-publisher-owned sites. A win all around.

What do you need to get started with audience extension?

First, you’ll need to be able to identify your audience. Most Customer Data Platforms (CDP) claim to be able to identify and track your audience. ONEcount is the only platform that connects directly to every visitor touchpoint to give you the most identifications possible.

Second, you’ll need a way to serve those identified uses out to the various banner exchanges. Some publishers use a Data Management Platform (DMP), and jump through hoops trying to sync the cookies from their CDP into the DMP.

ONEcount is the only CDP that includes DMP capabilities into a single, highly-integrated platform.

This powerful platform can seamlessly target your identified web visitors to exchanges based on AppNexus or DFP.

ONEcount also provides powerful dashboards that pull together all of your campaign data so that your team members or even advertisers can securely and run reports and generate detailed analysis for each campaign.

To find out how ONEcount can help you turn your audience identity into extra cash for your bottom line, contact Joanne Persico, President at or call 203.665.6211 x204.

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