5 Top Enterprise Newsletter Intelligence Tools

For many growing businesses, the newsletter program feels less like a well-oiled machine and more like a collection of disconnected parts. Your writers are in one system, your designers are in another, and your performance data lives somewhere else entirely. This chaos makes it difficult to maintain brand consistency, collaborate effectively, and get a clear view of what’s actually working. Instead of juggling a dozen different tools, you need a single source of truth. Enterprise newsletter intelligence tools serve as the central hub for your entire operation, unifying your team’s workflow, consolidating your data, and providing the governance you need to scale without friction. They bring order to the chaos.

Key Takeaways

• Treat your newsletter like a strategic asset: Go beyond simple open and click rates by using an intelligence tool to understand your audience on a deeper level. This allows you to make data-driven decisions that connect your content directly to your business goals.
• Centralize your entire newsletter operation: The right platform acts as a command center for your team, streamlining collaboration, ensuring brand consistency across all publications, and integrating with your other essential software to create a single source of truth.
• Choose a tool that solves your specific problems: The best platform is one that aligns with your unique needs for scalability, security, and team workflow. True success comes from defining your key performance indicators (KPIs) and consistently measuring the tool's impact on your business.

What Are Enterprise Newsletter Intelligence Tools?

If you’re running multiple newsletters, you’re likely sitting on a mountain of data. But are you using it effectively? Open rates and click-throughs are a good start, but they only tell part of the story. Enterprise newsletter intelligence tools are designed to give you the full picture. Think of them less as simple email senders and more as a command center for your entire newsletter operation.

These platforms help you move beyond basic metrics to understand who your audience is, what content resonates with them, and how your newsletters contribute to your business goals. They are built for teams that need to plan, build, deliver, track, and monetize their email programs at scale. Instead of just sending emails out into the void, these tools provide the insights you need to create smarter, more effective campaigns that actually drive results. They centralize your workflows, giving your team a single source of truth for performance and planning.

Their core purpose and features

At their heart, enterprise newsletter intelligence tools are all about turning raw data into clear, actionable insights. Their main job is to capture and analyze information about your subscribers, helping you understand your audience on a much deeper level. This allows you to make smart decisions based on facts, not guesswork. Instead of just knowing how many people opened an email, you can learn who they are, what other content they’ve engaged with, and what topics they find most valuable.

Key features often include advanced analytics dashboards, detailed deliverability reporting, A/B testing capabilities, and robust audience segmentation. These tools also provide features for team collaboration, content planning, and monetization, bringing the entire business side of your newsletter program into one unified platform.

How they're different from basic email platforms

Many teams start with basic email service providers (ESPs), and for good reason—they’re great for getting a simple newsletter off the ground. But as your program grows, you’ll likely hit a ceiling. Basic platforms are built for sending, while enterprise intelligence tools are built for strategy and scale. A standard ESP might tell you your open rate, but an intelligence platform can help you understand why it changed and what to do about it.

A strong enterprise platform is the command center for your newsletter program, connecting seamlessly with your other essential tools. They offer features that basic platforms lack, such as granular user permissions, brand governance controls, and sophisticated integrations. This allows different teams to collaborate within a single system while ensuring brand consistency and security, making them essential for any business serious about scaling its newsletter operations.

How Do These Tools Actually Work?

It’s easy to think of these platforms as just another way to send emails, but their real power lies in what happens behind the scenes. They aren’t just sending messages; they’re creating a complete feedback loop for your newsletter program. By collecting data, analyzing it, and connecting with your other business software, they give you a clear, comprehensive view of your performance and audience. This allows you to move beyond basic metrics like open rates and understand the true impact of your content. Let's break down the core mechanics.

Gathering data and understanding your audience

At their core, these platforms are powered by audience intelligence software that captures and analyzes online data about your subscribers. Think of it as a central hub that pulls in information from your CRM, website analytics, and social media to build detailed reader profiles. This goes way beyond a simple name and email address. The software helps you understand demographics, interests, and engagement patterns, allowing you to see who your most loyal readers are and what content they find most valuable. This process helps you identify valuable insights that are essential for segmenting your audience and personalizing your content effectively.

Using advanced analytics and reporting

Once the data is collected, the next step is making sense of it all. Newsletter intelligence tools use advanced analytics to transform raw numbers into clear, actionable reports. Instead of leaving your team to sort through spreadsheets, these platforms present key findings in intuitive dashboards. This helps you spot trends, measure the performance of different content types, and understand the ROI of your newsletter efforts. While some companies face common AI challenges when adopting new tech, these tools are designed to make data accessible to your entire team. They handle the complex analysis so you can focus on making smarter, data-driven decisions for your strategy.

Integrating with your current systems

A great newsletter intelligence tool doesn’t operate on an island. For an enterprise, it’s crucial that your platform can connect seamlessly with your other essential tools, like your CRM, CMS, and other marketing platforms. This integration is key to breaking down information silos and creating a unified workflow. When your systems are connected, data flows freely between them, ensuring everyone on your team is working with the same up-to-date information. This solves a common problem where enterprises struggle with siloed information systems, which can hinder growth and efficiency. A well-integrated tool acts as the command center for your entire newsletter operation.

Why Your Business Needs a Newsletter Intelligence Tool

If you’re managing multiple newsletters, you know the feeling. You’re juggling different audiences, content calendars, and performance metrics, all while trying to prove the value of your work. It’s easy for things to get siloed and chaotic. While a basic email service provider can send your campaigns, it often leaves you guessing about the bigger picture. This is where a newsletter intelligence tool comes in. It’s not just about sending emails; it’s about understanding them.

These platforms are designed to be the strategic brain behind your entire newsletter operation. They go beyond simple open and click rates to give you a comprehensive view of what’s working, what’s not, and why. By consolidating your data, providing deeper analytics, and streamlining your team’s processes, these tools help you move from simply executing campaigns to building a sophisticated, data-driven newsletter program. Think of it as the difference between having a map and having a GPS with real-time traffic updates. Both can get you there, but one makes the journey a lot smoother and more efficient, helping you reach your goals faster.

Cut through the noise and centralize your data

In any growing business, data is everywhere. You have website analytics, CRM data, sales figures, and social media metrics. Trying to piece all of that together to understand your newsletter’s impact can feel like a full-time job. A newsletter intelligence tool acts as your central hub, pulling all relevant information into one place. Instead of toggling between a dozen different dashboards, your team gets a single, unified view of performance. This gives you a complete picture of your audience and content, helping you find important insights without getting lost in the noise. It’s about turning a flood of information into a clear, actionable story.

Make smarter decisions with better data

Having data is one thing; knowing what to do with it is another. The real power of a newsletter intelligence tool is its ability to transform raw numbers into strategic guidance. It helps you understand not just what happened, but why it happened. You can see which topics resonate most with specific audience segments, what time of day yields the highest engagement, and how different calls-to-action perform. This allows you to make smarter decisions based on evidence, not assumptions. Instead of guessing what your readers want, you can confidently create content you know they’ll love, leading to higher engagement and better business outcomes.

Simplify your team's workflow

As your newsletter program grows, so does its complexity. Managing multiple writers, editors, designers, and approval cycles can quickly become a logistical headache. A newsletter intelligence platform is built to handle this scale. It serves as the command center for your newsletter program, with features like shared templates, collaborative editing, and streamlined approval workflows. This ensures brand consistency across all your publications and frees your team from tedious administrative tasks. By automating the busywork, you empower your creators to focus on what they do best: producing high-quality, engaging content that drives results for your business.

Essential Features to Look For

When you’re managing newsletters at an enterprise level, a basic email tool just won’t cut it. You're dealing with multiple brands, large teams, and complex audience needs, which means you need a platform with some serious muscle. The right tool doesn't just send emails; it acts as the central hub for your entire newsletter operation, from planning and creation to delivery and analysis. Think of it as the difference between a simple calculator and a full-fledged financial modeling software—both work with numbers, but one is built for much more complex challenges.

As you evaluate different platforms, it’s easy to get distracted by flashy features that you might not actually use. Instead, focus on the core capabilities that will make a real difference in your day-to-day workflow and your long-term strategy. You need a system that helps you connect with your audience on a deeper level, empowers your team to work together seamlessly, streamlines your processes through smart automation, and gives you the clear, actionable data you need to grow. These aren't just nice-to-haves; they are the foundational pillars of a successful enterprise newsletter program. Let's break down exactly what those features look like.

Segment and personalize for your audience

A one-size-fits-all newsletter is a missed opportunity. Your audience is made up of individuals with different interests, behaviors, and needs. The most effective way to keep them engaged is to send content that feels like it was written just for them. This is where personalization and targeting come in. A powerful newsletter intelligence tool allows you to divide your audience into segments based on demographics, purchase history, or engagement levels. By tailoring your messaging to these specific groups, you ensure that the right content reaches the right people, which dramatically improves your open and click-through rates. It’s the key to making your readers feel seen and valued.

Team collaboration and brand controls

When multiple people or teams are working on newsletters, things can get messy fast. Without a centralized system, you risk inconsistent branding, overlapping messages, and a disjointed workflow. A strong enterprise platform should be the command center for your entire program, with features designed for teamwork. Look for tools that offer user roles and permissions, approval workflows, and shared asset libraries. These brand consistency controls are essential for maintaining a unified voice and look across all your communications, no matter how many people are involved in the process. This ensures every newsletter that goes out is polished and on-brand.

Automate tasks and optimize your process

Your team’s time is valuable, and it shouldn’t be wasted on repetitive manual tasks. The best newsletter platforms help you work smarter, not harder, by automating key parts of your workflow. This starts with seamless integrations. Your newsletter tool should connect effortlessly with your other essential software, like your customer relationship management (CRM) platform, analytics tools, and ad servers. This allows for the automatic syncing of data and the creation of automated campaigns triggered by user actions. By letting marketing automation handle the routine work, your team can focus on what they do best: creating great content.

Track performance and deliverability in real time

You can’t improve what you don’t measure. To understand what’s resonating with your audience, you need access to clear, real-time data on your newsletter’s performance. A top-tier platform will provide a detailed dashboard with key metrics like open rates, click-through rates, and conversion rates. Some even offer heat maps to show you exactly where people are clicking within your newsletter. This information is invaluable for seeing which content is popular and what needs to be tweaked. By regularly tracking these email marketing KPIs, you can make data-driven decisions and continuously refine your strategy with every issue you send.

The Top Enterprise Newsletter Intelligence Platforms

Finding the right newsletter intelligence platform can feel like a huge task, but it really comes down to matching a tool’s strengths to your specific goals. Whether you’re focused on monetization, deep audience segmentation, or flawless deliverability at scale, there’s a platform built for you. I’ve rounded up five of the top contenders in the enterprise space to help you see how they stack up and decide which one aligns best with your team’s needs.

Letterhead

Letterhead is designed for publishers and brands who see their newsletters as a core part of their business, not just a marketing channel. It goes beyond sending emails by integrating creation, delivery, and monetization into a single, streamlined workflow. What really makes it stand out is its AI-driven automation, which helps you run newsletter advertising efficiently and provides personalized guidance to improve your ROI. Instead of just giving you data, Letterhead offers actionable analytics that help you make smarter strategic decisions. It’s a great fit for teams looking to scale their newsletter operations and revenue without getting bogged down by complexity.

Mailchimp Pro

Mailchimp is a familiar name, and its Pro plan is built for businesses that need to get serious about their audience. Its real power lies in its advanced segmentation and targeting capabilities. You can slice and dice your audience based on behavior, purchase history, and engagement, allowing you to send incredibly relevant content to each group. This level of personalization is key to making your newsletters feel less like a mass broadcast and more like a one-on-one conversation. Mailchimp Pro also provides robust analytics and reporting features that let you track what’s working and what’s not, so you can continuously optimize your campaigns for better results.

Constant Contact

If your team values simplicity and speed without sacrificing professionalism, Constant Contact is worth a look. It’s known for its incredibly user-friendly interface and a massive library of polished, mobile-responsive templates. This makes it easy for anyone on your team to create a visually stunning newsletter, even without a design background. But it’s not just about looks; Constant Contact also provides all the essential email tracking tools you need to measure your success. You can easily see who’s opening, clicking, and engaging with your content, giving you the insights required to adjust your strategy. It’s an excellent platform for enterprises that want to produce high-quality newsletters efficiently.

Campaign Monitor

Campaign Monitor excels at helping you build sophisticated, automated experiences for your subscribers. Its strength is in creating personalized customer journeys that guide your audience from one step to the next. You can set up triggers based on user actions, sending the right message at the right time to nurture leads or onboard new customers. The platform combines these powerful automation features with beautiful, customizable templates and detailed analytics that reveal how your audience behaves. This makes it a fantastic tool for businesses that want to move beyond one-off campaigns and build lasting relationships with their subscribers through thoughtful, automated communication sequences.

SendGrid

For enterprises managing massive subscriber lists, getting emails to the inbox is the number one priority. This is where SendGrid shines. Originally built as an email API for developers, its core focus has always been on best-in-class deliverability and scalability. It’s a technical powerhouse designed to handle huge sending volumes without breaking a sweat. While it might not have the same drag-and-drop simplicity as other platforms, it offers the reliability that large-scale operations demand. SendGrid also provides advanced analytics and reporting tools that help you monitor your email performance, from delivery rates to engagement metrics, allowing you to protect your sender reputation and optimize for success.

How to Choose the Right Newsletter Intelligence Tool

Picking the right newsletter intelligence tool can feel like a huge decision, because it is. This software will become the backbone of your newsletter operations, so it’s important to find a platform that fits your team’s specific needs, not just the one with the flashiest features. Think of this less as a simple purchase and more as choosing a long-term partner for your brand’s growth.

Before you even start looking at demos, sit down with your team and map out what you truly need. What are your biggest pain points right now? Are you struggling with manual workflows, a lack of audience insight, or disjointed data? Where do you want your newsletter program to be in one year? Five years? Answering these questions will help you create a clear checklist of must-haves. The right tool for a small team of three is very different from what a global enterprise with dozens of publications needs. By focusing on your unique goals for scalability, budget, security, and usability, you can confidently choose a platform that will not only solve today’s problems but also grow with you tomorrow.

Scalability and integration needs

Your newsletter platform shouldn’t be an island. For it to be truly effective, it needs to act as the command center for your entire newsletter program, which means it must connect seamlessly with the other tools you rely on every day. Think about your customer relationship management (CRM) platform, analytics software, and any internal content databases. A tool with robust API access and pre-built integrations will save you countless hours by ensuring data flows smoothly between systems. This creates a single source of truth and eliminates the manual work of exporting and importing data, freeing up your team to focus on creating great content.

Pricing and your budget

Let’s talk about money. Enterprise-level tools are an investment, and it’s easy to get sticker shock. Instead of focusing solely on the price tag, reframe the conversation around the return on investment (ROI). How much time will this tool save your team each week? How will better data and personalization capabilities impact your revenue? When you’re trying to get buy-in from leadership, focus on these business outcomes. A solid platform can pay for itself through increased efficiency, better monetization, and higher subscriber engagement. To make your case, you can calculate the potential ROI by projecting the value of these improvements over time.

Security and compliance

Your subscribers trust you with their data, and protecting that trust is non-negotiable. In an era of complex privacy laws like GDPR and CCPA, you need a tool that takes security and compliance seriously. Look for platforms that have built-in features to help you manage consent, honor user preferences, and keep data secure. Ask potential vendors about their data encryption standards, privacy policies, and how they conduct privacy impact assessments. Choosing a compliant partner not only protects you from potential fines but also shows your audience that you respect their privacy, which is essential for building lasting relationships.

Ease of use and team training

The most powerful tool in the world is useless if your team finds it too complicated to use. A clean, intuitive user interface is crucial for day-to-day operations. During demos, pay close attention to the workflow. Does it feel logical? Can you easily find the features you’ll use most often? Beyond the interface, consider the support and training resources available. A great platform is backed by a team that’s invested in your success. Prioritizing a tool that your current team can learn and master is far more effective than hiring new specialists. Investing in upskilling your employees ensures everyone feels confident and empowered to make the most of your new platform.

Common Implementation Challenges (and How to Solve Them)

Adopting a new enterprise tool can feel like a huge undertaking, but it doesn’t have to be a headache. While any new platform comes with a learning curve, most of the common hurdles are completely solvable with a bit of planning. The goal is to get your team up and running smoothly so you can start seeing the benefits of smarter newsletter intelligence right away.

The biggest challenges usually fall into a few key areas: connecting the new tool to your existing systems, getting your team excited to use it, making sure your content strategy actually benefits from the new insights, and avoiding the dreaded data overload. It’s easy to get stuck on any one of these points, and it can feel frustrating when a tool that’s supposed to make life easier adds initial complexity.

The key is to anticipate these issues before they become roadblocks. By thinking through your data integration strategy, creating a solid plan for team onboarding, and defining what success looks like upfront, you can make the transition feel less like a chore and more like the exciting step forward that it is. Choosing a platform with strong support and a focus on user-friendly design can also make all the difference in turning these challenges into wins.

Handling complex data integrations

Many businesses find their information is spread across different systems that don’t talk to each other. Your customer data might live in a CRM, your website analytics in another platform, and your e-commerce data somewhere else entirely. This is often called working with siloed information systems, and it makes getting a complete view of your audience a real challenge. The trick is to bring all that valuable data into your newsletter intelligence tool without a massive IT project.

How to solve it: Before you commit to a tool, map out your existing tech stack. Prioritize platforms that offer robust, pre-built integrations with the systems you already rely on. A tool that connects seamlessly with your CRM or analytics software will save you countless hours. For any unique systems, check for a flexible API that allows your developers to build custom connections.

Getting your team on board

A powerful new tool is only useful if your team actually uses it. It’s natural for people to be a little resistant to changes in their daily workflow, especially if they don’t understand why a new platform is being introduced. Without buy-in from your writers, editors, and marketers, even the best software will just gather dust. The goal is to make everyone feel like the tool is there to help them succeed, not just to add another task to their to-do list.

How to solve it: Involve your team in the selection process from the start. Let them participate in demos and give feedback. Once you’ve chosen a tool, focus on effective change management by clearly communicating the benefits for their specific roles. Look for a platform that offers comprehensive training resources and great customer support to help everyone get comfortable quickly.

Keeping content relevant and targeted

Once your new tool is up and running, you’ll have access to a ton of new data about your audience. The challenge is turning those numbers into smarter content decisions. It’s easy to get caught up in tracking open rates and click-throughs without connecting them to what your audience actually wants to read. The real goal is to use your newfound insights to create more personalized, engaging newsletters that drive results for the business.

How to solve it: Before you dive into the data, define your key performance indicators (KPIs). What does success look like for each newsletter? Is it driving traffic, generating leads, or building brand loyalty? Use your tool’s segmentation features to tailor content to specific audience groups, then measure performance against your goals. This ensures you’re using data to create real value, not just to create reports.

Managing data quality and avoiding overload

More data isn’t always better data. If the information flowing into your new tool is outdated or inaccurate, your insights will be, too. At the same time, it’s easy to become overwhelmed by the sheer volume of metrics available, leading to "analysis paralysis" where you’re not sure what to focus on. The challenge is to maintain high-quality data and zero in on the metrics that truly matter for your business.

How to solve it: Start by focusing on data hygiene. Before migrating, take the time to clean up your existing contact lists and data sources. Once you’re set up, choose a tool that offers clean, customizable dashboards. This allows you to filter out the noise and create a focused view of the data that directly informs your strategy, helping your team make confident, data-backed decisions without getting lost in the numbers.

Best Practices for Getting the Most From Your Tool

Choosing the right newsletter intelligence tool is a huge step, but the real magic happens when you put it to work. Simply having the platform isn’t enough; you need to build smart habits around it to see a real impact on your workflow and results. Think of it less like a gadget you turn on and more like a new team member you need to integrate into your daily rhythm. By adopting a few key practices, you can make sure your new tool becomes an indispensable part of your newsletter strategy, not just another subscription on your expense report.

Integrate it into your daily workflow

A powerful newsletter platform should be the command center for your email program, not an isolated island. To get the most value, connect it with the other essential tools you use every day, like your CRM, analytics software, or project management system. When your tools can share data seamlessly, you eliminate manual work and gain a more complete picture of your audience. Make the platform a core part of your team’s process for planning, creating, and reviewing content so it becomes a natural and essential part of how you work.

Optimize your multimedia content

Text-only newsletters are a thing of the past. Today, engagement is all about rich, dynamic content. Use your platform’s features to easily incorporate images, GIFs, videos, and infographics into your emails. Visuals don't just make your newsletters look better; they help break up long blocks of text and make complex information easier to understand. A good tool will not only make it simple to add visual content but also help you track what types of media resonate most with your audience, so you can give them more of what they love.

Refine your personalization and targeting

Your audience isn't a monolith, and your newsletters shouldn't treat them like one. Move beyond basic personalization like adding a first name and start using your tool’s power to segment your audience. You can create targeted lists based on interests, location, job title, or past engagement with your content. Sending more relevant information to smaller groups shows your subscribers that you understand their specific needs. This level of thoughtful personalization is key to building a loyal readership and driving better results.

Encourage two-way communication

A newsletter should be the start of a conversation, not a one-way broadcast. Use your platform to build a relationship with your readers by actively encouraging them to engage. You can do this by embedding polls or surveys, asking a question and inviting them to hit "reply," or linking to a community forum. Fostering this kind of interactive email content not only improves engagement metrics but also provides you with invaluable, direct feedback that can help shape your future content strategy.

How to Measure Your Success

Once you’ve implemented a newsletter intelligence tool, the next critical step is to prove its value. You need to know if your investment in time and money is paying off. This isn’t about vanity metrics; it’s about connecting your newsletter efforts directly to business outcomes. By setting clear goals and consistently tracking your progress, you can demonstrate the impact of your strategy and make data-informed adjustments. Measuring success gives you the insights needed to refine your approach, justify your budget, and show stakeholders how your newsletters are contributing to the bottom line. It transforms your newsletter program from a simple communication channel into a powerful engine for growth.

Define your key performance indicators (KPIs)

Before you can measure anything, you need to know what you’re measuring. Your key performance indicators (KPIs) are the specific metrics that show whether you’re hitting your goals. For any business intelligence effort to produce results, you need an array of appropriate KPIs to track progress and performance. Identifying the right ones is essential for measuring the effectiveness of your newsletter strategy and ensuring it aligns with your overall business objectives. Go beyond standard metrics like open and click rates. Think about what truly matters to your business: conversion rates from specific campaigns, revenue per subscriber, or engagement levels across different audience segments. Your newsletter intelligence tool will give you the data, but it’s up to you to define what success looks like.

Calculate ROI and benchmark your performance

While the cost of a new tool is a valid concern, the right solution can deliver a significant return on investment (ROI) that makes the initial expense worthwhile. Calculating ROI isn't just about tracking direct sales from a newsletter link. It also includes the "soft" returns, like time saved through automation, improved team efficiency from streamlined workflows, and the value of making smarter decisions with better data. To get a clear picture, benchmark your performance. Compare your new KPIs against your results before you implemented the tool. How has your subscriber engagement changed? Are you converting more leads? This comparison provides concrete evidence of the tool’s impact and helps you build a strong case for its continued use.

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Frequently Asked Questions

How is a newsletter intelligence tool different from a standard email platform? Think of it as the difference between a delivery truck and a full-on command center. A standard email service provider is great at one thing: getting your newsletter from point A to point B. A newsletter intelligence tool does that, but its real job is to manage the entire operation. It connects your audience data, performance metrics, and team workflows in one place so you can understand why certain content performs well and make strategic decisions, not just send emails.

Our team is already overwhelmed. Will implementing a new tool just add more work? That’s a completely fair question. There’s always a learning curve with new software, but the entire purpose of these tools is to reduce your team's workload in the long run. By automating repetitive tasks, streamlining approvals, and centralizing your data, they eliminate the manual busywork that bogs teams down. The initial setup is an investment that pays off by giving your team more time to focus on what really matters: creating great content.

What's the best way to make the case for investing in one of these platforms to my leadership? Instead of focusing on the features, focus on the business outcomes. Frame the conversation around the return on investment. Explain how better audience insights and personalization will lead to higher engagement and lower unsubscribe rates. Show how streamlined workflows will save the team hours each week, improving efficiency. If monetization is a goal, you can directly connect the tool's capabilities to increased revenue potential from advertising or conversions.

We have data in so many different places. How do these tools actually bring it all together? This is one of the biggest problems they are designed to solve. These platforms use integrations and APIs to connect with the other software you already use, like your CRM or website analytics. This creates a bridge that allows information to flow automatically between systems. The result is a single, unified view of your audience and performance, all without your team having to manually export and import spreadsheets.

Can a tool like this really help us make more money from our newsletters? Yes, absolutely. Monetization becomes much more effective when it's driven by data. By understanding exactly what your audience values, you can create content that attracts high-value sponsorships and advertising partners. Some platforms even have built-in tools to help you manage ad inventory and sales. Better data leads to a more engaged audience, and an engaged audience is one that advertisers are willing to pay to reach.