Growth
Owned Audience
Definition
An owned audience is the set of contacts a brand can reach directly, email addresses and phone numbers, without a platform intermediating. It is distinguished from rented audience, such as followers or ad reach, which can be devalued by an algorithm change overnight.
Every attention moment should end with more owned contacts than it started with. That is the only compounding asset in the entire stack, and it is the one most campaigns forget to build.
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