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Quantcast Pilots Web Readership Profiling Tool
US-based Internet ratings firm Quantcast is beta testing a new audience tool that allows users to search for web sites with selected readership demographics.
The firm says its free Audience Search system will offer a process for 'identifying, discovering and delivering' audiences across all web properties. Users select the demographic criteria of their ideal audience, and then add filtering constraints to limit the result. The user will then be taken to a modified interface designed to provide a ranking of audience overviews based on the defined criteria.
So, for instance, if a marketer wants to target a reader with a specific ethnic background, age, and income, then the new service will provide a list of web sites which attract that particular audience. It will also show if the web site accepts advertising.
Last autumn, the firm launched a Quantified Publisher programme, which enables publishers to tag their web sites, videos, widgets and games to give a direct measure of the composition of their audiences. The new system profiles both sites that measure raw metrics (through Quantified Publisher) and those that do not.
Based in San Francisco, the firm is online at www.quantcast.com .
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