Location! Location! Location!

No, we aren’t trying to sell you a house. But just as valuing real estate comes down to those three words, understanding location dimensions of web audiences is critically important to programmers, marketers, and media buyers.

Today we publicly launched geographic enhancements to Quantcast profiles.  Available only for Quantified Publishers, these new audience views provide incredible visibility into country, state, DMA (Designated Market Area – of which there are 211 in the US; they represent TV markets) and city consumption characteristics. As a Quantified Publisher, your profile now includes a Geo tab. By default it is viewable to anyone on the Quantcast site, but you can turn off the public view at your discretion – just log in and modify your settings. Traffic breakdowns by country, state, and DMA are shown publicly, while city data is available only to you when you are logged in and reviewing your own site data.

 

In conjunction with our publicly available geographic data, we have also launched business & organizational data for Quantified Publishers, viewable only to logged-in users, in their “publisher-view” profile.  This data is only available to you, for the properties you manage, and is not currently accessible publicly.

We believe geographic and business/organizational data will be a powerful characterization of publishers’ audiences, especially as advertisers begin to evaluate online media opportunities on a more targeted basis. Leveraging this data in your sales process – especially business/organizational data – could set you apart from competitors. Today, this data is segmented into medium (200-10,000 uniques) and large (10,000+ uniques) business categories. We expect to roll out a number of additional business/organizational views over time, including views that provide detail on the small company (50-200 uniques) segment.

We are currently providing basic traffic data (unique cookie & total visit counts) for geography and business/organizational analysis, which by default ranks based on unique cookies in descending order. By clicking column headers, you can re-rank profiles based on any of the following report metrics into either ascending or descending order:

- Unique Cookies: based on directly measured data (non-duplicated)
- Unique Cookie %: based on total unique cookies to the site
- Unique Cookie Index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)
- Total Visits: based on directly measured visits (duplicated)
- Total Visit %: based on total visits to the site
- Visit index: Index vs expected internet average (100 is average; a 1500 index implies a 15X greater than average probability)

Lastly, you’ll notice that filtering capabilities exist in the geographic and business/organizational reports. You can use these fields to refine outputs within a particular view.

As with all of our feature releases, we look forward to hearing from you – our users. Tell us what you think – what you like, and what you’d like to see. Our service only gets better with input from our community of users.

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Comments

[Mark Gordon]

Just curious. Will it take some time to propagate? I see the new tabs, but there's no info in it.

[Chris]

Hi Mark,

Thanks for joining the program. Those numbers will take some time to propagate in your profile. The Geo and Business data will be processed at regular intervals, please check back in the upcoming weeks.

Thanks,

Chris

[Mark]

Thanks Chris! I appreciate the info. We're really enjoying the type of data we're receiving and this new data ought to be a real nice plus. :-)

[Homejobsite]

Some more great information and resource sharing, I am excited to see what will happen next especially with the measured data...

[joe gelb]

thanks for the info this blog is great

[Chris W]

What are the time frames for the Geolocation data?

[Chris]

Hi Chris W,

We run the Geo and Business data points at regular intervals. For sites that are recently Quantified it can take up to a month for this data to populate. Thanks for your interest in our program.

Thanks,

Chris
Quantcast

[Paul Denlinger]

Your information is great.

My complaint is that you are so focused only on US demographic data. For instance, there are many sites which are not US specific (mine is China-specific) and there is no good way to address this problem through QuantCast.

Of course, there is no need to record the same kind of data in the same way as the US, but you should be able to offer some kind of quantifiable data for non-US publishers and advertisers. After all, Alexa, with all its shortcomings, is able to do so.

When are you going to address this issue?

[Lance carr]

I would have to agree with the previous post. I am located in taiwan, my site is hosted in the U.S and my market covers just about all the major English speaking countries. It woyld be nice to get a more "global" feel for things.