The people who visit your site also visit other sites in their day to day use of the internet. These site visits can be used to determine user interests, which in turn can be used to create an audience based on those interests and the likelihood of another user to also have an interest in those things.
Content Interests
We determine interests based on the browsing behavior of a site's user. A user is considered to be "interested" in a topic if they visit sites that are similar to users who are known to have an interest in that topic. For example, if Joe is a sports enthusiast and visits sports sites exclusively, and Steve visits 90% of the same sites as Joe, Steve is likely to be a sports enthusiast.
Please note that there are myriad categories that we measure. They range from Arts & Entertainment to Travel.
Content Interest Index
The Content Interest Affinity index measures how much more likely someone who visits this property is to be interested in a given topic compared to the average internet user. For example, an index of 11.0x for Computers & Technology means that users interested in Computer & Technology are 11 times more likely to have visited this property than the average internet user.