As advertisers become more sophisticated about using targeting to drive media buying decisions, the value of audience data has grown. This creates an opportunity for publishers to develop their own consumer data and use it to increase ad revenue.

To date, however, few publishers have done so. Audience data has primarily been developed by intermediaries including ad networks and data-specialists (like Audience Science or Blue Kai.)

In the white paper, we explain why publishers are in a unique position to develop their audience data, and why this represents a revenue opportunity. The paper goes on to describe the steps publishers should take to develop targeted audience segments based on user data, and use that data to drive up CPMs and sell-­through rates.

The white paper can be downloaded from the here, on the OpenX website. If you are a publisher interested in developing your audience data and require assistance, don’t hesitate to contact us.

Happy reading!