Media Management

Audience Extension Networks – A Guide for Advertisers

Read and download the full report here

MediaSense has recently published the fourth guide in their MediaSense Insights series – short-form guides that focus on a single topic. For the latest publication, MediaSense has provided a guide on the practice of buying open web inventory via the major ad platforms and their Audience Extension Networks (AENs).

Effectively managing open web programmatic media purchased programmatically via DSP’s is a necessary priority for advertisers. However, purchasing open web inventory via major ad platforms like Google, Meta and TikTok is not always given the same consideration and is something that advertisers are unaware is happening (in some cases).

When an agency builds a campaign in a platform like Google Ads, they can choose whether to run ads on Google owned properties (YouTube, search, Gmail, Maps etc) or websites and apps in Google’s ‘network’. These audience extension networks are made up of partnerships that ad platforms have with third party apps and publisher websites to deliver ads outside of placements on their owned & operated sites and feeds.

As far back as 2021, MediaSense have been highlighting in their digital audits where activity is running across AEN’s and advised clients of the potential implications – compromised brand safety or suitability and increase in ad fraud – and steps to mitigate this risk including changing platform settings to opt-out of extension networks where necessary.

In 2023, Google came under increased scrutiny with the roll out of Performance Max campaigns, and brand safety concerns with their search partners network raised by Adalytics with significant coverage across industry. Advertisers understandably had concerns and questions for their ad budgets on Google and other ad platforms.

As a result, across 2024, ISBA and MediaSense have examined best practices for Audience Extension Networks (AENs) and created a guide for advertisers on considerations and best practices for purchasing open web inventory via major ad platforms and their AENs.

In the report, they examine where these extension networks exist, what the benefits are for advertisers, agencies and the platforms themselves, what the concerns have been and why. There are also tangible recommendations for agencies and advertisers when it comes to responsibility for managing open web inventory via these platforms, and future considerations.

Written by MediaSense subject matter experts, Audience Extension Networks – A Guide for Advertisers focuses on:

• What AENs are and where they exist
• The potential benefits for their inclusion on media plans as well as the areas of concern advertisers should be aware of
• Best practice steps and advice to mitigate risks

Download your copy of Audience Extension Networks – A Guide for Advertisers