Impressions can be served outside of a specified Geo area due to VPNs or Proxy Server. For instance, if someone is traveling and logging into their company’s VPN, the impression will be served in the user’s actual location even though it looks like they are in the city associated with the VPN. Geo targeting is based on databases that map IP addresses to geographic regions. As with any comparison of reports across systems discrepancies will exist due to the technological differences. Qunatcast works extensively to constantly maintain and update our databases to ensure accurate Geo targeting for our clients.

Absolutely. You can continue to access cookie data on the detailed Traffic Tab. Just select the “cookie” tab on the traffic chart to switch from people to cookie counts.

Prior to our cookie corrected model launch (June 23rd, 2008), Quantified sites had unique cookie data reported as their default traffic count. All Quantified sites now have people counts reported as their default traffic count, across all components of our service.

While cookies provide valuable learning related to traffic flow on a site, they do not provide the people-based insights that advertisers demand. We believe facilitating a view of both cookie and people-based intelligence is a critical advancement that will enable addressable advertising.

At Quantcast we have access to multiple complementary data sources. We have several clickstream data sources that allow us to calibrate our cookie correction models. Quantcast Measure captures billions of media consumption events every month. What’s more, many of our Quantified sites share anonymous identifiers with us that are independent of cookies. This mass of data – with different collection processes, biases and issues — allows us to effectively “triangulate” and develop dynamic, and accurate projections. For additional insights into how our model works see our Cookie Corrected Audience White Paper.

The impact of cookie deletion and multiple machine use/people use per machine is not uniform and differs significantly between sites. In some cases, though, it is not unusual to see an average of two (or more) cookies for every browser over the course of a month. A variety of factors must be taken into to account to properly adjust property level translations from cookies, to people. Quantcast has issued a Cookie Corrected Audience White Paper that discusses many of the considerations we factor into our model. At a high level, these include time period of evaluation, frequency of visit of user, cookie deletion rate and machine use behavior of a specific properties audience.

As text files, cookies may be deleted from time to time. If the cookie for a particular website is deleted between visits, a browser is issued a new cookie upon its return. In such cases, the website will have recorded two cookies for the same individual browser and the resulting cookie count is actually larger than the number of browsers that have visited the site.

Adding complexity to this problem, while many people may use the same browser to access a website, others may use multiple browsers or machines (at home and work, for example) to access the same website. This creates a more complicated environment and is why Quantcast has developed a sophisticated model to deal with cookie deletion and multiple machine usage to produce accurate estimates of the number of people that visit web destinations.

Quantcast is paid when Quantcast Advertise data is used to deliver an ad. Publishers can work together with their Quantcast representative to determine the best client-facing pricing methods that work for them. Quantcast Measure, is free of charge.

Cookie-Corrected Audience Data: Adjusting for Cookie Deletion and Machine Usage

No. Quantcast enables publishers (including many ad networks) to transact directly with marketers, working with them to define their specific audience targets. Marketers purchase inventory against these audiences directly from the publishers

We have the industry’s largest, real-time media consumption data set, enabling effective, real-time audience targeting at scale.

With over 100+ million web destinations measured by Quantcast, we’re able to ‘see’ all 245+ million people online in the U.S. — that’s everyone.

Our web-wide visibility means we can create nuanced audience models, find millions more customers that look like them, and effectively target those audiences at meaningful scale.

Because we process data in real time, our models are dynamically updated. This means we’re able to deliver precise targeting, even as online audiences change.

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.

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

Websites, publishers, networks, and advertisers—anyone interested in learning about web audiences and/or advertising online.

We recommend doing a realistic assessment of your organization, and consider implementing a third-party audit and monitoring tool.

After you have implemented the Quantcast tag on your website(s) and have submitted the URLs within the tag generator, sites will appear in your profile within 24-48 hours.

Yes: Take a look at our Best Practices for Tagging as well as the Web Measurement Implementation Guide.

Traffic reports will be available within 4 to 6 days. Demographics, geographies, lifestyle, and business reports are available in 4 to 6 weeks.

Quantcast is a member of the Digital Advertising Alliance (“DAA”) ( and is in compliance with the Self-Regulatory Principles for Online Behavioral Advertising.

Yes. While Quantcast’s most comprehensive dataset is in the U.S., we have global data as well.

Absolutely. You can continue to access cookie data on the detailed Traffic Tab. Just select the “cookie” tab on the traffic chart to switch from people to cookie counts.

No. Quantcast finds new audiences that match a marketer’s defined target, extending the reach of their messaging. Retargeting extends the frequency of messaging to consumers who have already interacted with the brand.

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.