---
title: "Understanding Audience Insights"
slug: "audience-insights"
description: "Build and customize audiences with Quantcast's platform using demographic, geographic filters, and insights to enhance your targeting strategies."
tags: ["Audience", "Audience Insights", "Demographic Filters"]
updated: 2025-12-08T18:24:05Z
published: 2025-12-08T18:24:05Z
canonical: "help.quantcast.com/audience-insights"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.quantcast.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding Audience Insights

The Quantcast Platform allows you to build and customize audiences on the general internet population, pixels placed on your website, or offline data you’ve uploaded to Quantcast. These audiences can then be edited to apply a variety of different demographic and geographic filters. The **Insights** page allows you to **research** and learn about the general internet population, pixels placed on your website, or offline data you’ve uploaded to Quantcast. These Insights can be updated and customized with a variety of filters, such as demographics, location, devices, and interests.

## **Edit an Audience**

1. Navigate to the **Audience Catalog** screen through the global navigation bar.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/image(33).png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)
2. In the **Saved Audiences** tab, find the audience that you would like to edit. You can find the audience using the search bar or by filtering the audience list by name, date created, or creator.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/Screenshot 2025-06-23 at 1.46.41 PM.png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

1. Once you’ve located the audience to update, select it by clicking on the **audience name**.

4. Apply or remove any additional audience constraints you would like using the filters on the left-hand side of the Audience Insights window. Options include:

- Update Audience Source
  - Add/Remove site events
  - Add site event exclusions
- Location
  - Update Country
  - Add additional State, Metro, or City
- Demographics
  - Ages
  - Gender
  - Children (meaning present in Household)
  - Income
  - Education
- Interests
  - Use this section to define your audience with over 160 different interest-based segments and/or define an audience by using custom keywords and phrases related to online content consumption across the 100 million+ web destinations measured by Quantcast.
  - Predefined Categories are a convenient way to quickly build an audience based on a broad concept. We’ve bundled the same keywords you can use in the platform yourself to save you some time when you want to advertise to people interested in, for example, Sports, Fashion, Real Estate, and more.
  - Keywords allow you to create an audience based on an interest in a specific topic such as "Playstation 5" or "next-gen consoles".
- Channels:
  - All
  - Web
  - CTV
  - Devices
  - Desktop
  - Tablet
  - Mobile

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/screencapture-test-quantcast-ads-planner-9000055-audience-report-query-2025-06-23-13_42_33.png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

1. Once your updates are complete, click **Save As** in the top right-hand side of the window to save your changes. You can choose to add a new Audience Name or use the existing Audience name to overwrite the existing audience.

Now, let’s walk through each of the filters so you can see how best to leverage the capabilities of our Audience Insights tool.

## **Audience Source**

This is where you control the base audience you want to start with. You can select any combination of **Pixel/Uploaded Audiences**, and if you want to explore the open Internet, simply remove all events.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/image-2(5).png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

You can use AND/OR/NOT logic to create any combination of Pixel/Uploaded Audiences to find your desired audience. This is useful if you are trying to:

- **View your retargeting audience** (Select All Site Events and Exclude your converters)
- **Combine multiple conversion events** for a unified view of your most valuable customers
- **Combine your online and offline audiences** to see how your audiences change across channels

In this example, we’ve altered the original view to show people who visited the **Blog** page AND visited our **Homepage** but haven’t converted.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/Screen_Shot_2020-09-11_at_2.54.00_PM.png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

You can customize the audience source by specifying the number of visits to the selected page. For example, you can create an audience based on people who have visited your conversion event at least 2 times.

## **Location**

Use this section to select the country you want to view data for.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/Screen_Shot_2020-10-01_at_9.50.52_AM.png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

When you are looking at the **United States** you can also filter by *State, Metro Area, City* or *Postal Code:*

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/Screen_Shot_2020-10-01_at_9.52.02_AM.png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

This can be used to look at your audience across different geos to understand how they might differ from one area to the next, and tailor your messaging, creative, and targeting strategies accordingly.

## **Demographics**

Use this section to filter your audience by different demographic characteristics:

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/image-7(1).png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

- **Available Categories:**
  - Age
  - Gender
  - Children in the Household
  - Income
  - Education

Use this to explore new cohorts of customers you may want to expand your reach to. For example, if your customers typically skew **Male**, try filtering by **Female** to learn more about this cohort and determine new ways to reach this audience.

## **Interests**

Use this section to filter your audience with over 160 interest-based segments and/or use custom words and phrases related to online content consumption across the 100 million+ web destinations measured by Quantcast. We can generate these categories/segments/keywords by leveraging our expansive and directly measured view of the Internet to categorize the content your audiences consume across the web.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/mceclip2(23).png?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

Use this to dig into different cohorts of your audience by their interests. This can help you tailor messaging and creative to better contextualize your brand with the type of content/interests your customers and prospective customers have.

Use insights in Planner to refine and validate the size and characteristics of the custom audiences you built using **Interests**. Then seamlessly activate this audience in Campaigns to drive any of your desired campaign objectives.

## **Channels**

Use this section to filter your audience based on the channel where the ad will be served. The choices are All, Web and CTV.

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/channels.PNG?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

## **Devices**

Use this section to filter your audience by different device types/platforms:

![](https://cdn.us.document360.io/9a180fa0-df3b-4942-a5f6-b3905cf917d9/Images/Documentation/Devices all.PNG?sv=2026-02-06&spr=https&st=2026-11-08T07%3A25%3A33Z&se=2026-11-08T08%3A25%3A33Z&sr=c&sp=r&sig=RHT2nkmiZClRMi1lrSS%2FxuuHXuZhUIElcOzje1uHzrg%3D)

- **Desktop:** Traditional desktop browsers used on desktop/laptop computers
- **Mobile:** Mobile web browsers, specifically on mobile phones
- **Tablet:** Web browsers on tablets such as iPad or Surface Pro
- **Streaming Device:** Streaming devices like Roku, Amazon Fire Stick, and others.
- **Smart TV:** Smart TVs
- **Gaming Console:** Gaming platforms such as Playstation, Xbox, etc.

This can be used to explore audiences through the channels they use to engage with content and your brand. By understanding more about how your audience differs by platform, you can tailor your messaging, creative, and targeting strategies to reach those users.