Got Lots of Audience Segments? Finding Them Just Got Easier!

Quantcast Labels let you create audience profiles for just about any audience subset you could care about. From video genres and author categorization, to content segments and product sets, we're constantly amazed at the innovative ways in which Quantified Publishers use this feature.

You have created literally millions of custom audience segments using labels. In fact, they're so successful that it had become hard for you to find the specific ones you wanted! So, we've added a 'Find' feature that will search audience segments and quickly retrieve the ones that match your query.

Whenever you see the "Audience Segments" link in a profile's left navigation, custom audience profiles are available to view. Just click. Quantcast supports hierarchical segments, so when you see a number next to the segment name [example below – Channel E (22)], just click through to see all the sub-segments. To view any segments audience profile just click on the blue arrow icon.

 

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Managing Your Favorites: New Quantcast Feature for Organizing Your Most Visited Audience Profiles

If you like to keep track of a lot of Quantcast publisher profiles, whether they are your own properties or properties of others, the new Favorites page lets you watch them all in one place. And you only see the data you are interested in.

To start using Favorites, login to Quantcast and go to a favorite publisher profile, such as http://www.quantcast.com/gawker.com. Underneath the site name, click the Add to Favorites button.

You are now on the Favorites page, and you will see some audience information relating to the property you just added.

You can add more favorite properties at this point by clicking the Edit Favorites button and typing in their name – subdomains and even media networks can be included. You can also remove and reorder your favorites in the Edit Favorites window.

For each of your favorite properties you can select to show a host of different audience data. Click the Customize Columns button to change and reorder the measurements you see. You'll find that you can view many different summary measurements about your favorite properties: demographics, affinity, traffic frequency, and more.
 
It's easy to return to the Favorites page. Just login to Quantcast and click the Favorites link in the navigation bar at the top of any page. It's next to the links to Home, Marketer, Planner, etc.

New: Data Update Status Information

We've added data vintage and update status information to the Quantcast service. You will now notice vintage data next to audience profile information highlighting when the data was last updated and when it is next scheduled for a refresh.

You can also get a summary of all current data schedules via the 'Data Updates' link at the top of the page.

Quantcast in a Nutshell

Looking to better understand what we do? Do you want to get more out of our solution but not sure where to start?

We’ve boiled what we do down for you into 3 easy steps.

Geographic Data, Business Data and How to Define Addressable Segments

Three more tips for getting the most from our reports – check it out.

More on Reading Our Reports...

Reading demographics, "audience also likes," and traffic frequency:

Here are some tips for learning about additional sites your audience is likely to visit, what percentage are "addicts" to your site and your audience composition.

You can also visit here for the full overview.

Read the Data - How to Read Our Reports

Every month millions of people use our "Audience Reports" to get crucial measurement insight into website traffic. To help you get started, we've created an easy way to read our reports, as well as some "Power Tips" explaining how Quantcast can do more for you.

Throughout the next few posts we’ll guide you through reading our reports and also bring you some tips. You can also visit here for the full overview.

Introducing Quantcast Addressable Segments

Today, Quantcast launched a transformative feature to our Quantified Publisher profiles – Quantcast Addressable Segments. Conceived to enable publishers and advertisers to transact based on actionable audience data, Quantcast Addressable Segments provide a transparent understanding of audience segments that can actually be purchased, delivered and validated.

Quantcast Addressable Segments are currently available for the 1,000 largest Quantified Publishers (based on monthly audience size). As with other profile data sets, publishers can enable their Quantcast Addressable Segments in their account settings for public (the default setting) or for private view. They can also permission access to specific Quantcast users who request access to data that is not available for full public view.

Quantcast Addressable Segments provide you with the ability to understand actionable audience data for key segments that brand advertisers seek – based on age, gender, income, ethnicity and education. A core feature of Quantcast Addressable Segments is the "Adjust Segment" module, which allows users to customize audience composition and coverage levels. Moving the slider to the left increases the audience composition of your segment, but reduces the coverage (high composition settings restrict a segment to the audience with the highest conformity to the desired target definition). Even when set to the highest setting (furthest left), a Quantcast Addressable Segment's composition will rarely equal 100%, given the impact of things such as cookie deletion and multiple people using the same computer. Our models continually improve due to the rapid adoption by publishers delivering ever-increasing volumes of census-level data into our service.

Once you define an audience, you will see a new profile for the property you are evaluating, highlighted by a blue header. The profile that is generated represents the actual audience coverage and composition for the particular Quantcast Addressable Segment you have defined, and represents an actionable audience that could be purchased in market.

We welcome, and look forward to your feedback, which can be submitted at publisher@quantcast.com. To learn more about Quantcast Addressable Segments, visit our overview and FAQ.

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Location! Location! Location!

No, we aren’t trying to sell you a house. But just as valuing real estate comes down to those three words, understanding location dimensions of web audiences is critically important to programmers, marketers, and media buyers.

Today we publicly launched geographic enhancements to Quantcast profiles.  Available only for Quantified Publishers, these new audience views provide incredible visibility into country, state, DMA (Designated Market Area – of which there are 211 in the US; they represent TV markets) and city consumption characteristics. As a Quantified Publisher, your profile now includes a Geo tab. By default it is viewable to anyone on the Quantcast site, but you can turn off the public view at your discretion – just log in and modify your settings. Traffic breakdowns by country, state, and DMA are shown publicly, while city data is available only to you when you are logged in and reviewing your own site data.

 

In conjunction with our publicly available geographic data, we have also launched business & organizational data for Quantified Publishers, viewable only to logged-in users, in their “publisher-view” profile.  This data is only available to you, for the properties you manage, and is not currently accessible publicly.

We believe geographic and business/organizational data will be a powerful characterization of publishers’ audiences, especially as advertisers begin to evaluate online media opportunities on a more targeted basis. Leveraging this data in your sales process – especially business/organizational data – could set you apart from competitors. Today, this data is segmented into medium (200-10,000 uniques) and large (10,000+ uniques) business categories. We expect to roll out a number of additional business/organizational views over time, including views that provide detail on the small company (50-200 uniques) segment.

We are currently providing basic traffic data (unique cookie & total visit counts) for geography and business/organizational analysis, which by default ranks based on unique cookies in descending order. By clicking column headers, you can re-rank profiles based on any of the following report metrics into either ascending or descending order:

- Unique Cookies: based on directly measured data (non-duplicated)
- Unique Cookie %: based on total unique cookies to the site
- Unique Cookie Index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)
- Total Visits: based on directly measured visits (duplicated)
- Total Visit %: based on total visits to the site
- Visit index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)

Lastly, you’ll notice that filtering capabilities exist in the geographic and business/organizational reports. You can use these fields to refine outputs within a particular view.

As with all of our feature releases, we look forward to hearing from you – our users. Tell us what you think – what you like, and what you’d like to see. Our service only gets better with input from our community of users.

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Site, Distribution and Network Profiles

We are pleased to introduce enhanced Quantcast Network profiles.  These new profiles allow publishers to fully highlight the power of their entire network, be it:

- a combination of sites,
- an advertising network, or
- syndicated distribution of videos, widgets, games and the like on third party sites

Quantified Publishers will now have access to information on their audience.  The Quantcast Network profiles answer the question - "How many people, in total, are visiting: my websites, widgets, videos, and ads in a combined and unduplicated fashion?"

If you are a publisher and want to establish your network profile, simply login, and look for the "Publisher Profile" feature.  You will find it on the "my sites" page.  It looks like this:

Name your network and click "create".  Within a few days of Quantification, Quantcast begins to deliver data.

Not only do we include reach however, also included in the Network Profile is data on "tags" and "top distribution points" which are described a bit later.

Network Reach - Use the same Quantcast tag on all of your properties, and we provide total unduplicated reach across your network.  Here is an example taken from the Gawker network of sites.

In this case, it represents the traffic across all of the Gawker Inc. Properties including Gawker, Lifehacker, Gizmodo, Valleywag and their other properties.

Network profiles also provide breakouts for "Website" traffic and "Distributed" traffic.

Here is an example of Website Breakout - in the case of IDG publications:

"Website" traffic reflects the traffic on your websites, and does not include any audience accumulated via syndicated content such as widgets or advertisements.

Next, "Distributed" traffic - this is the network breakout of all the video, widgets, and ads.  It also includes traffic from sites that are re-hosting your pages as well as traffic emanating from search engine caches.

Distributed Traffic Breakout:

This Graph shows the broad reach of JobThread.com

Next, we provide a Traffic Breakout on your network.  We attribute the traffic from each piece of your network appropriately.  Note here the breakdown between sites for IDG.

Top Syndicators - Quantcast also now provides "Top Syndicators" metrics.  The list of distributors in a network profile shows external sites from which people viewed the publisher's content.

For example, a publisher of Quantified Flash videos, the distributors will show sites embedding the videos.  Google is a common distributor of HTML content via its cached results pages.

 

Please enjoy the new features, and as always - tell us what you think!

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