What is the likely outcome for publishers who effectively use audience extension?

When publishers effectively use audience extension, they can significantly expand their reach beyond their existing audience, attracting new visitors who share similar interests. This strategic approach not only helps in increasing traffic to their content but also opens up new avenues for monetization. As these publishers tap into a larger audience base, they are likely to see an enhancement in their advertising capabilities, allowing them to sell ad space to a more diverse range of advertisers targeting specific audience segments.

The diversification of revenue streams can occur as publishers explore different formats of advertising, sponsorships, and partnerships aligned with the new audience they are engaging. This generates additional income sources which can help stabilize their financial situation against market fluctuations. Consequently, the use of audience extension can create fresh opportunities for growth and sustainability, making it a valuable strategy for publishers in today's dynamic digital environment.