Audience Extension for Publishers & Ad Sellers
Audience Extension is not only for Brand Advertisers. Many Publishers face increasing demand from advertisers for scalable solutions and pressure to deliver exceptional campaign performance. Some Publishers miss out on opportunities when their own inventory cannot meet the advertisers’ demand. Our Audience Extension offering allows publishers to never again turn down a RFP or insertion order due to lack of inventory, targeting limitations or campaign goals.
Audience Extension Tactics
Gourmet Ads Ad Operations team typically utilize a few tactics (which be used together or separately) when running Audience Extension campaigns;
Use a Data Segment
We recommend using either our broad reaching “Household Cooks” or “Grocery Buyers / Grocery Shoppers” Audience Data Segments or a specific Audience Segment like “BBQ / Grillers” or multiple segments. We would then target these users across your desired targeting. There is no additional charge when using our own segments, however for an additional cost we can use 3rd party segments such as demographic target ie declared woman 25-54. We can also utilize your own First party data segments and building “Lookalikes” with this strategy.
Develop Domain Whitelists
Depending on the product being advertised we recommend developing at least two whitelists of domains you’d like to run your audience extension campaign on. One white list could be top tier domains and the second list could be tier two sites. As you would expect, we typically see eCPMs for the top tier higher than the second tier, but often higher volumes of scale in the second tier. Using our own “Site Sorting” technology, our publisher team is very experienced in building whitelists for advertisers. We of course love domain suggestions.
Its not just about extending your campaign to additional websites, its about outcomes. Our team highly recommends adding at least one performance metric to your Audience Extension campaign. Depending on the creative assets being used, some of the advertiser performance metrics we can use include Viewability, Click Through Rate (CTR), Video Completion Rate, Cost Per Completed View and Cost Per Acquisition (CPA). Our campaign level KPIs are updated and optimized in real time using machine learning and data science to deliver advertiser results.
Gourmet Ads is able to run Audience Extension Campaigns across all Media Types. Including Display, Mobile, Video, Native and Audio media types.