Tuesday, September 19, 2006
Analytics Service Targets Small PublishersQuantcast is a new analytics service that estimates user demographics by aggregating data from similar websites. The concept is to make it inexpensive for publishers to know their audience so that they can be better armed to pitch advertisers.
Quantcast's algorithms estimate the gender, age and other demographic information, and provides charts of how a site compares with the average internet user. The company's "Mass Inference" algorithm that takes visitor information and combines it with panel data the company has collected from a million internet user households to infer what the likely demographics are.
The company estimates the demographics of websites, but publishers can put a measurement pixel on their site to better track their visitors. It's a free service, so I'm guessing Quantcast plans on making money from advertisers.
I have no idea how accurate Quantcast's estimations are, but it is an interesting concept to collect volumes of data without identifying users. The company says it has rocket scientists figuring this stuff out for them, but time will tell.
By John Gartner at 02:03 PM | Comments (3)