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. 

   

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.

3. 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

  • Ethnicity

• 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

5. 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.

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.

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.

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

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:

• Available Categories:

  • Age

  • Gender

  • Children in the Household

  • Income

  • Education

  • Ethnicity (US Only)

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.

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.

Devices

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

• 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.