How does audience demographics most directly influence EPM (Earnings Per Mille)?

Audience demographics directly influence EPM (Earnings Per Mille), which is the revenue earned per thousand ad impressions, primarily by determining the value advertisers place on reaching that specific audience. Advertisers are willing to pay more to show ads to demographics that are more likely to purchase their products or services. For example, if a website's audience primarily consists of affluent individuals aged 25-54, advertisers targeting luxury goods or financial services are likely to bid higher to reach that demographic, resulting in a higher EPM for the website. Conversely, if a website's audience consists of a demographic less valuable to advertisers, such as teenagers with limited purchasing power, the EPM will likely be lower. Factors such as age, income, location, education, and interests all contribute to the overall value of an audience to advertisers, and therefore directly impact the EPM that a publisher can achieve.