November 10, 2023
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Using Third Parties to Backfill User Data

In media, being able to break down your audience into specific segments increases your ability to monetize. For example, if you are running a general marketing publication, the major advertisers will be companies that look to sell to the broad marketing community. The problem for smaller advertisers—or more niche ones—is that their advertising budgets get wasted if they can’t serve the entire marketing community.

But if you can break down the marketing audience into specific segments, such as social media marketing, SEO, email marketing, influencer marketing, etc., you can start to find advertisers for each of those. Instead of 100,000 marketers, you now might have 25,000 readers in each of those four categories. Those smaller advertisers become much more likely to spend with you and it becomes more likely that their campaigns work.

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