SAN FRANCISCO, CA — Launching today, Quantcast Audience Grid is an open data platform that applies Quantcast’s leading dataset, data processing and data modeling capabilities to dramatically increase the reach and accuracy of any data applied to online and mobile app audiences. Data providers plug their offline or online consumer data into the Audience Grid, where it’s joined with Quantcast’s live data on Web and mobile app activity from millions of publisher destinations. The result is the richest, broadest and most real-time repository of anonymous consumer behaviors, made available for targeting and insights.
This new platform provides any publisher, marketer or data owner the ability to significantly increase the value they derive from the audiences that underpin their businesses by being the first to solve two critical, intertwined challenges:
- The ability to understand, analyze and target audiences across multiple attributes provided by multiple data providers.
- The capability to understand and apply these insights at scale, across the entire ecosystem of Internet and mobile users.
Explains Konrad Feldman, co-founder and CEO of Quantcast, “The full transformative potential of the Big Data revolution has yet to be realized in advertising and marketing. The value of data too often goes unrealized because it’s locked in separate silos, diminished in the process of moving it from offline to a digital environment and stymied by the lack of scale. Quantcast Audience Grid solves these fundamental challenges by creating an always-on utility that connects data to maintain its freshness, scale and accuracy, allowing leading data owners to extend their data across the widest possible audiences.”
Critically, the Audience Grid is able to accomplish all of this while adhering to Quantcast’s commitment to consumer anonymity. Quantcast Measure data has always been collected anonymously, with conclusions about behaviors based on statistical modeling of mass volumes of data points rather than relying upon connecting activities to actual identities. Similarly, all of the data in the Audience Grid, regardless of source, has been anonymized.
How It Works
Quantcast Audience Grid can take data from any source, no matter how specialized, and scale it across all digital consumers by connecting it to the live consumer behavior data Quantcast collects through Quantcast Measure. That data is then provided back to publishers and marketers for accurate audience insights and targeting across multiple attributes and at mass scale.
As Quantcast Measure captures digital behaviors as they are happening, the Audience Grid takes previously static datasets and makes them live, constantly updating them based upon live consumer activities across the digital ecosystem. Quantcast Audience Grid is only possible because of Quantcast’s industry-leading dataset, data modeling and data processing abilities, proven once again earlier this year in a study of targeting vendors conducted by Mediasmith and validated by Nielsen where Quantcast provided the greatest accuracy at scale of any vendor tested.
What It Does for Advertisers
One of the most transformative benefits of the Audience Grid is the potential to make audience targeting based on multiple attributes a reality. To date, those attempting to target audiences by joining multiple data attributes – such as Female, owns an Audi and prefers organic groceries – have been forced to limit the size of the targeted audience in order to ensure accuracy, severely limiting campaign effectiveness. Quantcast Audience Grid, by significantly increasing the reach of audience segments, makes multi-attribute audience targeting feasible on a large scale for the first time.
What It Does for Publishers
The first application of the new platform can be seen in the new audience reports in Quantcast Measure, which also launch today. For example, TiVo Research, one of the Audience Grid launch partners, has rich, detailed data on TV viewership. Until now, this data could not be easily used to accurately understand TV viewing patterns of readers of publications like Vox or The Wall Street Journal. With the Audience Grid, Quantcast applies TiVo’s data against millions of publisher properties to understand that Vox readers are more likely than average to view The Blacklist, while The Wall Street Journal readers tend more toward The Good Wife. One clear benefit of such insights is the ability of publishers to now more effectively position their audiences with specific advertisers.
The new reports were refined with feedback from the 32 members of Quantcast’s publisher advisory board, including: The Wall Street Journal, The Economist, BuzzFeed, Demand Media, SoundHound, Fodor’s and Bustle.
What It Does for Data Providers
An unprecedented set of partner data providers are involved with Quantcast Audience Grid. The group of partners provides data representing television, purchase, profession, ownership, political and psychographic data attributes, and include TiVo Research, NetWise Data, Relevate Auto, IRI, V12 Group, Oracle Datalogix, Research Now and Luth Research. Experian, PlaceIQ, Target Smart, GfK, NinthDecimal, and Jumpshot are also involved.
By plugging into the Audience Grid, data providers tap into Quantcast’s position as one of the largest programmatic advertising buying platforms and the most widely adopted direct audience measurement solution for publishers. That combination allows Quantcast to uniquely provide a significant direct revenue opportunity as well a large-scale promotion and distribution platform. Quantcast is adding additional data partners continually, to further expand the value of the Audience Grid for all participants.
Available for Free, Today
Data from the Audience Grid launch partners is available immediately through new Quantcast Measure reports. As always, the valuable audience data provided through Quantcast Measure is free and publicly available at quantcast.com.
Publishers and advertisers interested in getting Audience Grid insights can get them free by signing up at quantcast.com/measure. Advertisers wishing to use the Audience Grid for advertising and data providers interested in learning more about Quantcast Audience Grid should contact Quantcast at QAGinquiries@quantcast.com or visit quantcast.com/audience-grid.
An overview of key benefits and quotes from data providers and publishers follows.
Quantcast Audience Grid delivers several unique benefits, including:
- Data owners, advertisers and publishers receive greater access, accuracy and scale in audience targeting and measurement.
- Web and mobile app publishers receive new content-level audience insights across thousands of data points, including television viewing behaviors, occupation, purchase behavior and auto ownership in Quantcast Measure, for free.
- Publishers can promote new valuable audiences via their Quantcast Measure public profiles.
- Advertisers can target audiences from the industry’s leading data owners more effectively, with far greater reach and accuracy than previously possible.
- Advertisers gain detailed, rich insights on the audiences reached through advertising and those engaging with the brand’s digital assets with Quantcast Measure, for free.
- For the first time, data owners can accurately scale their data across consumers on the Web and mobile apps, for broader utility in advertising and insights.
- Data owners can promote, distribute and monetize their data to publishers, marketers and content creators representing millions of digital destinations using Quantcast Measure and Advertise.
Quotes from Data Providers and Publishers
Frank Foster, Senior Vice President and General Manager of TiVo Research: “TiVo Research is excited to be the exclusive TV data partner for Quantcast Audience Grid. When combined with other datasets in Quantcast’s vast ecosystem in a privacy protected manner, our single-source TV data gives advertisers and publishers unparalleled insight into cross-platform behavior, allowing for more accurate and effective targeting and measurement.”
Srishi Gupta, President Media COE, IRI: “IRI has the largest repository of purchase, media, social, causal and loyalty data in the world, and we’re happy to join forces with Quantcast and help them target, activate and measure consumer behavior with unparalleled precision.”
Becky Wu, Sr. Executive Vice President, Luth Research: “We share Quantcast’s vision in breaking down data silos and making market intelligence unprecedentedly accessible. As a company rooted in decades of market research practices and a pioneer in single-source digital measurement, we at Luth look forward to sharing many of our industry first insights with marketers through the platform.”
Ken Zachmann, SVP/GM of digital solutions, V12 Group: “This partnership has promise for both teams, and we’re looking forward to seeing all the ways Quantcast can add value to their offering leveraging V12 Group’s verified data sets. Collaborating in partnerships like this furthers our mission to help the industry use data to make more informed decisions and create targeted campaigns across all verticals.”
Megan Groves, Director of Analytics & Insights, Federated Media: “The types of insights made available in Quantcast Audience Grid help us get hyper-specific about the intended viewer of our content-focused campaigns. With holistic, multi-attribute data Federated Media is able to design custom creative combined with targeted media and can ultimately deliver a better campaign and better results for our clients.”
Gabrielle Mayer, Director of Client Services, SoundHound: “Quantcast gives us access to compelling, global data about our audience, gathered through a trusted, quantifiable reporting methodology. These behavioral insights enable us to better understand our users and to tell a positive story to our potential clients.”
Scott Messer, Sr. Director, Business Development, Demand Media: “We’re excited to see Quantcast Audience Grid layer more audience data into Quantcast Measure. Quantcast Measure has been incredibly valuable for us not only in characterizing our diverse audiences beyond their contextual relevance, but also in making them actionable. This matching of psychographic and in-store purchase data with eHow and LIVESTRONG.com’s granular intent data allows us to craft and deliver specific personas precisely for our advertisers, especially through private programmatic deals.”
Todd Handy, Vice President, Advertising Strategy & Products, Deseret Digital Media: “Where Quantcast Measure provides some of the best value for us in in the detailed audience insights we’re able to glean on each of our O&O properties, as well as across our “network” of sites. With the launch of interest-level reporting, we now have greater detail on shopping interests, industry, and occupation, and other insights.”
Kai Hsing, Senior Vice President, Marketing & Operations, Bustle: “Bustle has found Quantcast Measure to be incredibly useful in identifying audience traits beyond typical demographic data which inform both our promotional and sales marketing efforts.”
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