Danny Spears discusses how publishers can build and monetize audiences beyond their first-party users through audience extension. He outlines how The Guardian utilized their first-party data to create custom audiences that delivered better performance and more valuable customers than vendor audiences or lookalikes. His three key recommendations are to start simple and build iteratively, pursue quality over price, and invest in people.

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Build, Manage, Monetize:
The Benefits of
Audience Extension
Danny Spears
Programmatic Director, The Guardian

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Anatomy of a global publisher

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The publisher challenge

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Realising the
opportunity

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Venturing into
the unknown

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Finding your USP

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Control (no data -
prospecting)
Vendor B' 'Fashionistas'
Guardian 'Fashionistas'
Guardian 'Custom audience'
DMP lookalike
Vendor A' 'Fashion
Enthusiasts'
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
50 100 150 200 250 300 350 400 450 500
Scale(index)
high <-- eCPA --> low
Quality in, quality out
First-party data delivers better performance at greater scale…
Guardian+//building an audience extension business
z

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Guardian+//building an audience extension business
£148.56
£171
£191.80
£218.68
£258.16
£325.93
£0.00
£50.00
£100.00
£150.00
£200.00
£250.00
£300.00
£350.00
Vendor B'
'Fashionistas'
DMP lookalike Control (no data -
prospecting)
Vendor A' 'Fashion
Enthusiasts'
Guardian
'Fashionistas'
Guardian 'Custom
audience'
Ave.basketvalue
Quality in, quality out
…and more valuable customers

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Value beyond
just revenue

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Getting started
Invest in your
people
THREE KEY RECOMMENDATIONS…
Start simple, build
iteratively
Pursue quality
over price