What is a possible result of audience extension on a publisher's traffic?

The reasoning behind audience extension enhancing traffic value to advertisers stems from its core principle of improving the reach and impact of advertising campaigns. Audience extension allows publishers to tap into a wider audience beyond their immediate website visitors by leveraging data about user behavior and preferences.

By serving ads to a broader audience that is likely to engage with the content, advertisers benefit from increased exposure and potential conversions. This creates a scenario where the overall effectiveness of advertising goes up, leading to higher traffic value for advertisers. They are able to reach potential customers who may not have visited the publisher’s site directly but are nonetheless part of the target demographic.

In contrast, other options presenting potential drawbacks or limitations do not reflect the positive outcome associated with audience extension. For instance, it does not inherently decrease overall traffic, restrict access to content, or cause higher bounce rates, but rather aims to strategically increase engagement through effective audience targeting.