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 Kantar Shopcom, 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.