We collect directly measured data from the millions of web destinations and mobile apps controlled by Quantified publishers. All the data we collect is anonymous and contains no personally identifiable information (PII).
What control do I have over my data’s visibility to the public?
As a Quantified site, you have complete control over which data is public, and which is kept private. Data visibility can be configured in the Home section by clicking “Edit settings” and selecting options in the “Public Access” section.
Access to data is on a site-by-site basis (also set in the ‘Home’ tab, select ‘Sites’ > ‘Settings’ > ‘User Privileges’). Please note that access can only be granted to individuals with a registered Quantcast account, available for free at www.quantcast.com/user/signup
What do “affinity” numbers on a site profile mean?
Affinity is best described as the tendency or likelihood of a user to perform a certain action. In this instance, Quantcast views a particular site’s entire audience, and gauges how likely they are to visit another specific site. The number is a representation of this group’s tendency to visit that other site compared to the rest of the Internet.
For example:Site A has a 14.0x affinity to site B
This means that a visitor from Site A is 14 times more likely to also visit site B, in comparison to the average Internet user.
How do you obtain your demographic information?
Quantcast uses an inference model to characterize audiences of nearly any size. Quantcast has NOT built its model on PII (personally identifiable information), but instead uses a large-scale mathematical model to infer demographics of visitors.
The inference approach is built on a foundation of direct measurement, using numerous data inputs that provide insight into demographic benchmarks. These benchmarks are the foundation for rich content segments used across millions of digital media assets.
We start with a set of customer archetypes that best represent an audience segment. These archetypes can come from an advertiser’s first-party data, or online/offline transaction data from trusted providers. The customer archetypes act as ‘reference points’ for our targeting technology to find more consumers who look just like the archetypes.
Factoring in billions of observations, we identify the distinctive characteristics of the customer archetypes to build a unique audience model. The model is then compared to the entire online population, finding users who match those characteristics– this creates a unique audience segment that can be targeted across your inventory.
As a result, advertisers reach only the best customer prospects, even as online audiences change.
What does Quantcast Advertise do?
Quantcast Advertise enables marketers to:
• Reach specific demographic targets
• Find and target nuanced, unique audiences based on their own proprietary insights
• Target heavy-spending consumers across numerous product categories, leveraging anonymous online/offline purchase data
• Reach all of these target audiences at scale, using real-time data
Quantcast Advertise enables publishers to:
• Directly measure and understand their audience with detailed insights into traffic, demographics, geographies, lifestyle, and business data—completely free of charge
• Deliver effective, real-time audience targeting solutions to marketers
• Grow revenue by capturing more brand dollars from new and existing clients
What is Quantcast Advertise?
Quantcast Advertise is Quantcast’s targeted advertising solution for advertisers and publishers, addressing a full range of advertising objectives, from awareness to sales. Learn more about Quantcast Advertise.