In the context of audience extension, what is the relationship between advertisers and publishers?

The relationship between advertisers and publishers is pivotal in audience extension, primarily because advertisers rely on publishers' platforms to reach and engage their target audience. In audience extension, advertisers seek to maximize the impact of their campaigns by leveraging the existing audience that publishers have cultivated. This relationship hinges on the publishers' ability to provide relevant and trustworthy environments where advertisers can present their ads effectively.

Publishers play a crucial role in monitoring and analyzing user engagement, ensuring that the advertisements resonate with their audience. The engagement of visitors by publishers enhances the effectiveness of the advertisers' campaigns, as it increases the chances of conversion and brand awareness. Advertisers depend on the targeted reach and context that publishers provide, making it essential for them to collaborate closely. This dynamic is at the heart of audience extension strategies, where both parties work together to achieve mutual goals in the advertising ecosystem.