Owned audience occurs where there isn't a gate keeper, like a large technology company that's controlling the algorithm. Examples of places to build owned audience include email, news letters and podcasts. rented audience is where you thinking about creating contint and building audience on twitter, facebook, instogram, et cetera. The third and final tier of the audience funnel is what i refer to as monetized audience. This is the part of the funnel that requires the most time and financial investment from your audience.