Serving an affluent global readership, The Economist was facing a scarcity of supply in terms of inventory, typically selling out 4 out of every 12 months of the year. By using Audience Extension with DoubleClick, The Economist is now able to reach its audience across other publishers, bundle these impressions with its own inventory and resell those packages to direct advertisers at a premium.

"Over 50% of our programmatic revenue comes from Audience Extension and audience-targeted offerings that we've built around our data and the capabilities of DoubleClick Bid Manager."

Ahswin Sridhar, Global Head of Economist Digital Products Revenue, The Economist