What is it?
We’re thrilled to introduce Smart URL Audiences! Now, within the Audience Insights section, users can effortlessly generate an audience based on a single URL, uncovering insights into the people who have shown an affinity for the site through their open web behavior. This means customers can now access tailored insights derived from the provided URL. The data generated takes into account the entire URL, enabling them to understand how various audiences interact with different sections of their site.
How it works
Any URL can be entered into the URL field within the Audience Insights section
While we accept any URL, not all pages are programmatically accessible. Some websites block automated access or are structured in a way that prevents scraping. In these cases, we recommend using keywords and interests to define an audience.
We analyze the page to determine its topic, sentiment, and associated interest categories
This data is used exclusively to generate the audience. It is not stored or retained beyond this process.
The extracted insights are matched against our 1st-party dataset
This generates an audience based on users who have demonstrated affinity for similar content through their open web browsing behaviour.
The resulting URL audience becomes available within the Insights tool
You can then explore the behaviours, attributes, and interests associated with the audience for more informed planning.
Where to find it
Smart URL audiences can be found by navigating to the Audience Insights section within the Quantcast platform.
Accessing this feature
In order to access this feature the account can not be in the preview state. To exit the preview state the account must have active billing.
Please check out this short Demo to see it in action!
The Output
The output provides all the rich insights available in the Audience section. If you’re unfamiliar, this includes:
Demographics: Age, gender, education level, and more
Content Interests: Topics the audience actively engages with across the web
Keywords: Terms frequently encountered through their browsing behaviour
Device Usage: Types of devices used to access content
Geography: Where the audience is located
FAQ’s
How are these audiences generated and what is included?
The provided URL is crawled by us to analyse its topic, sentiment, and interest categories. This process enables us to create an audience with a high index based on these insights. It’s important to note that this feature does not track actual users who have visited the URL—that still requires a pixel.
Can I activate these audiences?
No, at the time of writing these audiences are for insights only.
Why is some information not available when using these audiences?
For the initial version, we've focused on supporting the most crucial section of audience insights, with plans to expand and offer additional insights in future updates.
Are the audiences based on the domain or full URL?
Audiences are built based on the full URL provided. This means www.test.com/jackets will return different results to www.test.com/accessories allowing audiences to be generated based on sub sections of a site.