Exploring Your Data: Content Interests

Content Interests

The Content Interests tab in your dashboard provides insight into the online browsing behavior of your users across the entire web.

For a full list of categories and subcategories, as well as definitions, see Browsing Interest Definitions.

Calculations

Affinity Index

The Affinity Index is a comparison of the audience composition of this property to the Internet.

For example:

If the Technology & Computing > Video Games card shows an Index of 220, this means that you are 2.2x more likely to have a user who reads Video Game content on the web view your property over the average Internet site.

Using This Report

Use the Content Interests report to gather insights into a property's users' browsing habits. This can help you in several ways.

Support advertising sales efforts

Show advertisers that your site's users are big techies or that your average user is five times more likely than the average web user to read content about pets.

Edit content to appeal to valuable users

Use the Interests report to find that your audience is 12 times more interested in Celebrity News than the average Internet user. Then, you can focus your content on including a celebrity news angle.

Methodology

Content Interests are calculated based on a user's browsing behavior, which we directly collect anonymously from the publishers and networks that use Quantcast Measure and have placed our pixel on their properties. A user is classified as "interested" in a topic if they visit a site that is classified as that topic or if they visit the same sites as users who are already classified as being interested in the 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.