How Publishers Can Use Predictive Audiences to Grow Revenue

Predictive audiences are AI‑driven audience segments created by modeling user behavior and intent to identify likely future actions — enabling publishers and advertisers to target users more effectively without relying on third‑party cookies.

They enable more accurate targeting and audience extension, increase ad relevance and yield, and create sustainable, privacy‑forward revenue streams by offering advertisers predictable performance even in a cookieless environment.

When implemented correctly, predictive audiences can be privacy‑forward: they rely on modeled signals and aggregated behaviors rather than exposing raw personal identifiers. Publishers should follow applicable privacy laws and best practices when deploying them.

Publishers can begin by partnering with platforms that offer predictive audience capabilities, integrating server‑side or first‑party data where permitted, testing segments against performance KPIs, and communicating value to advertisers as part of monetization packages.