iSOCRATES Glossary of Programmatic Terms

Non-O&O Audience Extension

Audience extension allows advertisers to target and publishers to deliver the same or similar premium site audiences found on a publisher site(s), but when the inventory delivering those audiences not owned and operated by the publisher. This “synthetic” ad buy may or may not then be made at a lower CPM than running ads on the original premium site. Audience extension requires cookies, mobile IDs or other audience identifiers as triggers for behavioral targeting techniques.


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