Quantcast Launches Quantcast Audience Grid
Quantcast has released Audience Grid, an open data platform that applies Quantcast's dataset, data processing, and data modeling capabilities to increase the reach and accuracy of any data applied to online and mobile app audiences. Data providers plug their offline or online consumer data into the Audience Grid, where it's joined with Quantcast's live data on Web and mobile app activity from millions of publisher destinations to create a real-time repository of anonymous consumer behaviors, made available for targeting and insights.
This new platform lets users understand, analyze, and target audiences across multiple attributes provided by multiple data providers and understand and apply these insights at scale, across the entire ecosystem of Internet and mobile users.
"The full transformative potential of the Big Data revolution has yet to be realized in advertising and marketing. The value of data too often goes unrealized because it's locked in separate silos, diminished in the process of moving it from offline to a digital environment, and stymied by the lack of scale," said Konrad Feldman, co-founder and CEO of Quantcast, in a statement. "Quantcast Audience Grid solves these fundamental challenges by creating an always-on utility that connects data to maintain its freshness, scale, and accuracy, allowing leading data owners to extend their data across the widest possible audiences."
Quantcast Audience Grid can take data from any source, no matter how specialized, and scale it across all digital consumers by connecting it to the live consumer behavior data Quantcast collects through Quantcast Measure. That data is then provided back to publishers and marketers for accurate audience insights and targeting across multiple attributes and at mass scale.
As Quantcast Measure captures digital behaviors as they are happening, the Audience Grid takes previously static datasets and makes them live, constantly updating them based upon live consumer activities across the digital ecosystem.
The first application of the new platform can be seen in the new audience reports in Quantcast Measure, which also just launched. For example, TiVo Research, one of the Audience Grid launch partners, has rich, detailed data on TV viewership. Until now, this data could not be easily used to understand TV viewing patterns of readers of publications like Vox or The Wall Street Journal. With the Audience Grid, Quantcast applies TiVo's data against millions of publisher properties to understand that Vox readers are more likely than average to view The Blacklist, while The Wall Street Journal readers tend more toward The Good Wife. One clear benefit of such insights is the ability of publishers to now more effectively position their audiences with specific advertisers.
The new reports were refined with feedback from the 32 members of Quantcast's publisher advisory board, including: The Wall Street Journal, The Economist, BuzzFeed, Demand Media, SoundHound, Fodor's, and Bustle.
A number of partner data providers are involved with Quantcast Audience Grid, providing data about television, purchase, profession, ownership, political and psychographic data attributes. They include Kantar Shopcom, TiVo Research, NetWise Data, Relevate Auto, IRI, V12 Group, Oracle Datalogix, Research Now, and Luth Research. Experian, PlaceIQ, Target Smart, GfK, NinthDecimal, and Jumpshot are also involved. Quantcast is adding additional data partners continually, to further expand the value of the Audience Grid for all participants.