Measurement We Can Agree On © Quantcast 2007. © Quantcast 2007. All Rights Reserved. The need for a common currency Outside of search, large ad buys are.

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Presentation transcript:

Measurement We Can Agree On © Quantcast 2007

© Quantcast All Rights Reserved. The need for a common currency Outside of search, large ad buys are hard Ratings points are the currency for television yet no such system exists online Traditional ratings processes are limited on the web –Tremendous fragmentation –Disconnect from delivery –Dynamic “impression” versus linear “unit” buying Data is the currency

Ratings Approached Compared PanelDirect Measurement Pros Broad Visibility Answer specific questions Complete view of specific media Connected to delivery Cons Fragmentation Unknown biases Sampling error Cookie deletion Computers Vs. People Requires Implementation © Quantcast All Rights Reserved.

Quantcast’s Solution – Combine Pixels, Panels & Participation –A convergent model combining sample & census approaches Quantified Publisher Program –Audience measurement based with publisher participation, an industry first –Completely free Open Internet Ratings Service –Millions of sites – most comprehensive of any research service –Completely

© Quantcast All Rights Reserved. Panels & Pixels (Visit Graph) Web Content People Panel (>1.5m people) Pixels (>400m people) Mass Inference™

Participation More than 20,000 publishers already in the QP program –Support for sites, videos, games & widgets Millions of distinct audience profiles Collect 25,000 new observations every second Leads to convergent model with continual improvement © Quantcast All Rights Reserved. Confidential Time Warner Global Media Group - Jul 18, 2007

© Quantcast All Rights Reserved. Dealing with the web’s complexity Reach is a critical metric for many publishers Panel-based reach estimation problematic –Sampling error Direct measurement also problematic –Multiple entities Combine, panel and pixels –QP and panels cross-calibration –QP registered user measurement

Cookie Deletion Rates differ from near 1:1 cookies to people, to over 3:1 for sites with very high frequency of repeat visits Impact depends on time period © Quantcast All Rights Reserved.

Multiple Computer Use Popular social networks have users on as many as 5 computers! Depends on cross usage (work Vs. home) and addiction of site –Addiction = higher likelihood of multiple computer use

Summary Pixels, panels & participation Direct measurement will be the gold standard –Census challenges more tractable than sample is fragmented media landscape –Convergent model, continually improving Actionable, real-time information integrating delivery with measurement © Quantcast All Rights Reserved.