Quantcast Measure program participants can provide Quantcast with their own anonymized customer data in order to build custom audience insights that can be used in the media buying process. This extended data allows marketers to build models and refine segments based on any number of criteria: such as what they purchase, total cart size, or even profit margin. Your data is only accessible by you and can be used to purchase additional audiences across the web.
Marketers pass a unique customer identifier via the Quantcast tag. This unique identifier is later mapped back to a data passback file, which includes incremental data on the customer not available at the time the tag was called. This can include any variable that the marketer tracks in their CRM database and which they want to use for audience definition/segmentation. Outside of an offline data passback, advertisers can pass anonymized values directly into the Quantcast pixel, which can then be used for segmentation. For example, if you are an online retailer, you could pass Quantcast the order size (ex. $500+), whether a coupon was used (ex. No), and types of products purchased (ex. Watches). Utilizing this data, an advertiser could build a model targeting people who look like they would spend more than $500 on a watch without using a coupon.
Quantcast’s data passback solution provides marketers with a simple way to connect anonymous customer insights into the media planning and buying process. For example:
Quantcast understands and supports the importance of consumer privacy and adheres to the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising.
|Data||Last Update||Next Update|
|Daily Traffic||May 25, 2013||May 26, 2013 by 9AM PDT|
|Non-Quantified Traffic||May 2013||Jun 2013|
|Quantified Demographics||May 25, 2013||Jun 5, 2013 by 9AM PDT|
|Non-Quantified Demographics||Feb 2013||Delayed - Jun 2013|
|Geographics||May 2013||Jun 2013|
|Business||May 2013||Jun 2013|
|Lifestyle||May 2013||Jun 2013|