Quantcast is a digital advertising company specialized in audience measurement and real-time advertising. Delivering on the promise of more relevant advertising requires an in-depth understanding of online audiences. As the pioneer of direct audience measurement in 2006, Quantcast has today the best understanding of digital audiences across the web, allowing marketers and publishers to buy and sell the most effective targeted advertising at significant scale. More than 1,000 brands rely on Quantcast for real-time advertising.
Quantcast’s technology starts with the industry’s most in-depth understanding of digital audiences, and uses this to target the full funnel, from generating initial awareness to driving the actual purchase. This unique combination allows Quantcast to make the best targeted advertising decisions for performance and brand campaigns, on every individual impression.
Yes. While Quantcast’s most comprehensive visibility is in the U.S., we have global data as well.
Quantcast provides audience and demographic data for over 100 million web destinations that have opted to participated in Quantcast Measure ( "Quantified" sites), including websites, video, widgets, blogs, and advertising campaigns. Though we welcome all digital media publishers and marketers to have their media assets Quantified at no cost, some have not yet done so—these are non-Quantified sites.
For sites that are not Quantified, we rely on third-party data, derived from a variety of sample data sets collected from ISPs and Toolbar providers. Because these estimates are not based on actual census-level traffic, they are subject to many of the same sample size and population biases that traditional panel-based audience measurement services encounter—it’s not always accurate and does not currently include mobile web traffic.
Quantcast is a member of the Digital Advertising Alliance ("DAA") (http://www.aboutads.info) and is in compliance with the Self-Regulatory Principles for Online Behavioral Advertising.
We do not remove sites from our listing. We recommend getting Quantified in order to get more accurate traffic statistics as well as gain control over which data points you make visible to the public, and which you use for internal purposes only.
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).
Create a Quantcast account and check your email for a link to verify your account. On the landing page, click “Add a Website” and follow the instructions for tagging your web properties.
Traffic reports will be available within 4 to 6 days. Demographics, geographies, lifestyle, and business reports are available in 4 to 6 weeks.
Yes. The tag generated by Quantcast is specific to your account, not to a single site. In the tag generator area of your Quantcast profile, simply add up to 10 URLs into the field called “Your Sites”. If you have more than 10 sites to add, please contact us.
Yes. We encourage you to use the same Quantcast account for multiple properties, including websites and distributed media such as ads. This will allow you to look at the de-duplicated reach and demographics for all of your online assets.
Once you have created an account and logged in via the homepage, click ‘Create a Network’. This allows you to roll all of your properties into one aggregated audience report. Networks can contain an unlimited number of websites and assets.
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.
After you create an account, add your site and implement properly formatted tags; Quantcast will send a verification email and begin to scan site data. If there are any problems with these steps, you will be notified promptly.
No. quant.js must be dynamically generated from our specially configured servers in order to generate audience data for your site. It does not work properly from any other server.
We recommend doing a realistic assessment of your organization, and consider implementing a third-party audit and monitoring tool.
No. To ensure proper functionality, the tag layout must remain completely unchanged in order to be quantified.
Quantcast can see these tags provided you follow the instructions in our advanced measurement guide.
Yes. Sign into Quantcast and follow the instructions to Quantify your site. Be sure your Quantcast tag is placed on all pages of the site.
Yes. Multiple Quantcast tags can be on a page without interfering with each other. However, it should be noted that while site traffic will be attributed to all tags equally, it will be labeled differently in the user interface. In the account from which the site is officially Quantified, the traffic will be labeled as "Website" traffic. For all other parties with a Quantcast tag on the same site, the traffic will be labeled as "Syndicated” traffic.
No. Just as a site can only be Quantified through one account at a time, a site can only be part of one Network at a time. In order to add a site to a network, it must first be deleted from its existing network. All historical data will be deleted once a site is removed from a network.
No. Many websites also run a web analytics package in addition to Quantcast.
If you’re using a Content Management System (CMS), you must have access to the files hosted by your web-hosting provider.
Place your Quantcast tag in a common file—something that loads onto every page, such as a footer (for most platforms, common files are usually in the ‘themes’ folder and are labeled something like ‘footer.php’, ‘index.php’). Simply open the file on your computer, add your Quantcast code at the bottom of the file, and re-save the file to your web-host.
Next, login to your Quantcast account, add your site to the list, and you’re on your way.
For instructions, visit our Web Measurement Implementation Guide.
The asynchronous tag ensures that the quant.js file (a core component of Quantcast Measure) loads in the background a single time, upon the first pageview of each session. The tag pushes notification of subsequent pageviews via the _qevents array.
By loading in the background, the number of direct calls is minimized and latency is improved, ensuring proper measurement with minimal impact on user experience.
No. Assuming you simultaneously remove the old tag while adding the asynchronous tag, there will be no impact on your reporting.
No. The asynchronous tag is fully compatible with the previous version of the tag.
Quantcast Measure is completely free of charge.
Getting Quantified will allow you to gather traffic information, as well as granular demographics, geographies, lifestyle and business data for all of your properties.
You can download audience data for any of your properties or audience segments in CSV format. This includes all report information you see when you sign into Quantcast, including traffic, traffic frequency, demographics, geographies, lifestyle and business. To start, sign into Quantcast and click the Download button to select the data you want to use.
If your staging environment is a subdomain of a site you’ve Quantified, such as staging.quantcast.com, you may see reporting on this traffic rolling into your total. The best way to keep our measurement pixel from reporting traffic on these kinds of pages is to either include the pixel selectively when you generate these pages, or configure your firewall to block requests to quantserve.com referred from that domain.
Internal traffic (visits from you or other employees/contributors to your own site) is a tiny part of a typical site’s audience—our studies have estimated internal traffic at less than 1% of the total. If you’re generating an unusual amount of internal traffic, we recommend adding server logic to your pages in order to exclude our measurement tag on requests from your own IP address. Alternatively, you may consider configuring your firewall to block requests to quantserve.com referred from your site.
Quantcast automatically excludes robots and spiders from your traffic count as long as they identify themselves in the User-Agent request header. Traffic generated by Googlebot, monitoring services such as Gomez, and others known to the IAB’s Bot and Spider List will also be excluded from your traffic counts. If you’re using an automated, homegrown means of generating traffic to your site, you should make sure it identifies itself by putting “robot” in the User-Agent.
Quantcast uses an inference model to characterize audiences of nearly any size. Quantcast has NOT built its model on PII (personal 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 audience segments used across millions of digital media assets.
Yes, you should compare Unique Visitors/Absolute Unique Visitors with the ‘Cookies’ statistic that we provide for Quantified Publishers.
The People number aims to describe the actual number of human beings viewing a web property: One of the several issues with using the pure ‘cookie-counting’ methodology is that it does not account for the same person visiting the same site from multiple computers. The same person is visiting the site, but they are being counted as if they were two. You can read more on Quantcast’s methodology here.
For Quantified sites, traffic numbers are updated daily and work on a rolling 30-day basis (traffic statistics shown are from the previous 30 days). For non-Quantified sites, data is updated monthly.
We rely on third-party data to measure properties that are not Quantified, derived from a variety of sample data sets collected from ISPs and Toolbar providers. Because these estimates are not based on actual census level traffic, they are subject to many of the same sample size and population biases that traditional panel-based audience measurement services encounter.
Yes. Our tag ultimately measures the number of times a browser loads Ajax, whether the load was triggered by a user or by an Ajax call. This is represented as “impressions” or “events” in our reports.
For sites that make heavy use of Ajax, there are considerations to be made in interpreting this number: It can understate user engagement if the site updates much of its content through Ajax without reloading our tag, or it can overstate engagement if the site reloads our tag when the user session is inactive.
Once the tag has been placed on every page of your site, there is a 24-48 hour window where your profile will say “measurement in progress” (top right corner). After the tag has collected approximately 5 days worth of data, your site will be officially ‘Quantified’.
Ensure that you have created a Network view. Log into your Quantcast account, and click the Home section. Click ‘Create Network’ which will prompt you to enter a name for your network. This will instantly create a network view that will include the reach of all of your distributed media.
A Network can be made up of both fully Quantified sites and distributed media (syndicated traffic), and we classify these differently to make analysis easier for publishers:
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.
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
Quantcast will provide separate profiles on each of a site’s subdomains as long as the Quantcast tag is present. There is no need to add in each subdomain separately from the domain, as Quantcast will automatically generate them under the ‘Subdomains’ section of your profile.
After you’ve submitted your request, the website will receive a notification that you’d like access to this data. The notification will include the name and email address associated with the your Quantcast account. At that time, the website can choose to accept or deny your request for data. Additionally, the website may contact you directly.
If the website has granted your request to access hidden data, you will receive a notification in your Quantcast account. Once you’ve been granted access, viewing the reports is as easy as going to that publisher’s profile. The data that was previously hidden will now become visible (you must be logged into your Quantcast account). Note that the website may at anytime recall data access rights.
Quantcast provides Quantified sites with audience data based on directly measured census-level traffic. As a result, Quantcast audience data should align with a site’s internal reporting. Syndicated services typically report data based on panels, projecting a publishers’ total traffic off a small subset of their actual traffic.
The syndicated services may also be reporting different aggregations of domains, subdomains or even specific pages. As a result, traffic assignments may not line up between services. In such an environment, resulting data is not an exact apples-to-apples comparison.
Another possible difference – Quantcast audience data is based on visits, which may not be the case for other services that report traffic on basic audience composition.
If your site is not Quantified, then we’re only able to present estimates for your audience. These estimates are only as accurate as traditional panel-based measurement services, as we are relying solely on third-party data. Quantcast’s system is collaborative and sites can participate in our continuing effort to offer the most accurate data available by getting Quantified, free of charge. Quantcast Measure incorporates your real site traffic into the audience calculations, thus offering the highest degree of accuracy.
When properly implemented, Quantcast data will line up closely with most web analytics packages—However, there are several common problems that account for the vast majority of issues with data alignment:
Quantcast takes enormous care to provide quality, accurate information. As a result, we will not display information until it passes our rigorous standards and tests. Some sites will not be large enough for us to generate demographics, but if we see at least 100 monthly uniques after your site has been Quantified you should start seeing demographic profiles within 1-2 weeks. For mobile apps, we require 1,000 monthly active users in order to generate demographic profiles.
Quantcast Measure is a free service that helps advertisers and agencies better understand their online audiences—whether they’re visiting your site or interacting with your media campaign or web assets. Marketers can get a better picture of customers through directly measured, detailed user demographics and audience insights at the campaign, site and conversion level.
Quantcast Measure is available to marketers at no cost.
All data in Quantcast Measure can be hidden from public view, accessible only via login and password. Website owners have full control over the accessibility of their data.
Comprehensive instructions are available here.
Data is available in 30-day windows up to the latest Saturday.
To understand your entire online audience, tag your website, display media campaigns, paid search campaigns and social media assets. The more channels measured by Quantcast, the more accurate and comprehensive the audience insights will be.
Simply remove the Quantcast Measure pixels from your website to discontinue participation in the measurement program.
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 .
Websites, publishers, networks, and advertisers—anyone interested in learning about web audiences and/or advertising online.
Quantcast Advertise enables marketers to:
Quantcast Advertise enables publishers to:
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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 June 23rd, 2008, Quantified site traffic counts in our Quantcast Planner tool were cookie-based. Non-Quantified sites had, and continue to have, people-based traffic estimates reported. In order to provide the marketplace with the best possible evaluation tool for understanding audiences, we have migrated all quantified publisher traffic counts to a people-based default. As our Cookie Corrected Audience White Paper explains, cookie counts typically overestimate the actual number of people visiting a web property. Primarily for these reasons, your traffic counts and ranks have changed. It is important to note that our new estimates are more comprehensive, and representative of actual people-based data. This should help you in your ad sales, and revenue generation activities.
Quantcast Measure for Apps provides direct mobile app traffic and audience measurement solutions. Get accurate demographic and lifestyle insights based on billions of data points and machine learning. Quantcast’s free audience measurement service is designed specifically for mobile apps on iOS and Android platforms. Measure for Apps is one of the first available tools for app publishers to analyze the top interests and web browsing habits of their app users. Additionally, our service enables you to measure installs, unique visitors and visits by app version over time; see top devices, carriers, connection types and operating systems by usage; and demonstrate user loyalty to advertisers and third parties. For more information, please see the Quantcast Measure for Apps page. If you have a site as well, and login capabilities, please read about the Return Usage of Logged-in Users on our Mobile page and implement Audience Connect.
Quantcast Measure for Mobile Apps is built upon years of experience in audience measurement and is now a forerunner in offering direct mobile app demographics. Our Audience Interest reports are one of the first widely available free tools to provide granular audience interest and lifestyle insights for app makers. Unlike most app analytics providers, Quantcast’s mobile app profiles are intended to be displayed publicly, allowing third parties to view the comparative size and performance of your app. In addition, Quantcast is the only free direct measurement service across the web and mobile apps. So if you publish your content across platforms, Quantcast can show you the complete picture of your audience data in one place.
Mobile apps (mobile applications) are software applications that run on smartphones, tablets and other mobile devices. Mobile apps are different from mobile websites. Mobile websites are browser-based sites customized for mobile devices. Quantcast offers free audience measurement services for both mobile websites (mobile web) and mobile apps.
Mobile apps are software applications that run on a mobile device. Quantcast Measure for Mobile Apps requires implementation of an iOS or Android SDK into their software.
Mobile websites are essentially websites viewable through the browser on your mobile device. For online properties with the Quantcast Measure tag implemented, our service automatically breaks down mobile web traffic within a separate audience report available in your Quantcast profile.
You must operate a mobile application to receive measurement reports. You must also integrate the Quantcast SDK (software development kit) within your mobile app.
Nothing. Quantcast Measure for Mobile Apps is completely free.
Once integration is complete, any app – regardless of traffic – can get Quantcast Measure for Mobile Apps reports. Since our demographic insights rely on machine learning and data modeling, we currently provide insights for medium to large mobile apps. The minimum threshold continues to lower with time as we collect more data.
If you have any questions on the implementation process, please email us at email@example.com. A team member from Customer Support will respond as soon as possible.
No. The Quantcast iOS SDK and Android SDK have been designed to have minimal impact on size, speed and device battery life.
An experienced app developer should be able to implement the iOS SDK and Android SDK within a few hours.
Reports will be visible in your Quantcast profile page approximately 1-2 days after we begin receiving data. You will need to make sure that the SDK is properly implemented and the Terms of Service have been accepted.
Traffic charts will be available in your Quantcast Measure profile, once the Quantcast iOS/Android SDK has been implemented and we receive data from your app.
Yes, when signing up for an app, you must choose a required “Network” field.
The number of Uniques from your mobile app contribute to Network traffic uniques. The People metric, which is an estimate of unduplicated usage across devices, is currently available for Web properties only. A Web property represents the combined browser-based traffic of online and mobile Web usage.
Conceptually it’s similar, but it works differently. On the web, you access a website through a browser so the Quantcast Measure pixel fires at the point our page loads. With mobile apps, there is no browser and each app is an individual piece of software embedded in the device. To collect event firings, an app developer must download an OS-compatible SDK and embed our code in their app.
The API Key is used as a reporting entity for our mobile app measurement service. Each app name is assigned an API Key, however, the same API Key may be used across multiple apps (i.e. AppName Free / AppName Paid) and/or app platforms (i.e. iOS / Android). For all apps under each API Key, Quantcast will report the aggregate audience, and identify/report on the individual app versions.
The API Key is a long numerical code that must be pasted into the SDK – please consult the Quantcast Measure for Mobile Apps Implementation Guide for instructions.
No. Quantcast does not currently offer targeted advertising services for mobile apps.
Make sure you’ve signed up for a Quantcast account, then log in. On the right-hand side of the first page you land on – the Dashboard page – is an “Add Mobile App” button. Once you’ve registered the mobile app name you’d like to measure, you may download the SDK and find your mobile app API Key in the accompanying text file.
The Quantcast Android SDK is not set up to monitor Application objects, instead it monitors Activity objects. As a result, the SDK tracks how many Activities with the same API Key are currently active, ensuring that we only count one Visit if two or more Activities from the same app are running.
If the Quantcast SDK is implemented as prescribed in the integration guides, a new Visit is generated under the following circumstances:
application:didFinishLaunchingWithOptions:message. For Android, this is indicated by the number of running Activities going from 0 to 1.
No – it is not counted as an additional Visit. In this scenario, the visit would be attributed to the last Visit that occurred when the app was last active.
Since an app widget is a separate process from the parent app (if it has one), it would be treated as it is own “app” and thus have it’s own visit tracking. We have not differentiated measurement of widgets from normal applications.
Yes. Quantcast supports PhoneGap. Learn more on our GitHub page.
Quantcast is able to identify the website interests of certain mobile application audiences, through two different means: first, some of our audience measurement clients who have quantified both their app and web properties choose to provide us with anonymous – but precise – cross-device identifiers; second, Quantcast has developed its own technique for making cross-device associations based upon anonymous web browsing data and mobile usage data received through our web tags and mobile SDK. These techniques allow Quantcast to make accurate inferences about the website interests of app audiences and vice-versa.
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.
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