Quantcast Offers Alternative To Panel Web Measurement
Launched in September, Quantcast's Quantified Publisher program allows any size publisher to participate for free by tagging pages. The company plans to eventually make its money by matching advertisers with target audiences, in effect creating an audience search engine, said co-founder and CEO Konrad Feldman.
Among the higher-profile sites of the thousands using the free service at www.quantcast.com are Fox.com, Facebook.com, Answers.com, TheNation.com, MIT, Gawker.com, Weather Underground, The HuffingtonPost.com, and Nerve.com.
"As the IAB recognizes, panel-based research has passed the breaking point for sizing Internet audiences," Feldman said. "Panels have value, but we use a range of complementary approaches."
Publishers using Quantcast, he said, sometimes find results that confirm panel measurements, and sometimes do not.
"With our recent shift to a social news focus, we wanted to see exactly how our community is developing," said Tom Drapeau, director of Netscape, a new participant. "Until now, all available analytics have either understated or overstated our audience size."
Online advertising spending exceeded $16 billion last year by IAB estimates, but it was concentrated among the portals. Niche sites often go uncounted or undercounted by panels.
"It's hard to spend significant money online. The only way now is through the portals. We believe the lack of accurate data is holding back the industry," Feldman added.
Interpreting Web traffic data with state-of-the-art statistical models, the Quantified Publisher program aims to level the playing field by giving Web publishers of all sizes accurate traffic, demographic and lifestyle data on their audiences.
"Even though we have server logs and analytics about who visits the blogs on WordPress.com, it wasn't until we started using Quantcast that we got a sense of 'who' those people were," said Matt Mullenweg, founder of WordPress.
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into the digital video platforms in a big way -- ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "Quantcast Offers Alternative To Panel Web Measurement "
Leave a Comment