This is useful even if you aren’t selling advertising at the moment. I like his suggestion about going specific, as in location or very personalized within a niche. That might be mean not just 18-25 college students, but digging within that group.
He is saying you deliver value – even in ads. If we are talking blogging and audience we can apply some of this. If we are talking mobile apps, we can certainly brainstorm something, even if we can make it ourselves.