Last week AdAge reported that due to a glitch in Facebook’s iOS app, the total amount of time spent using Facebook’s mobile apps by users in the US was inflated by double-digit percentages (as reported by comScore). Certainly, with Facebook’s massive presence the impact on marketers’ decisions to commit budget was likely negligible. However, the issue does highlight the fact that third-party audience data is essential to the media planning process. Third-party audience data is also an input into many of the business decisions 1R makes – including product development, audience packaging and marketing initiatives. Periodically, we are going to use this forum to talk about our audience data and our partner relationships that provide us insight into the size and demographic profile of our supply footprint.
The two best known audience measurement companies are comScore and Quantcast – both of which are our partners. Quantcast provides much of their data in a publicly accessible manner online, while comScore provides limited information for public consumption and gates much of their data behind a subscription paywall. We’ll start the series with Quantcast, since they are the more public provider.
RhythmOne is a Quantified publisher – meaning we have deployed a Quantcast tag within our technology stack. This implementation allows Quantcast to measure our supply and gives both us and the public a view into audience size, as well as composition on key demographics. On the latter point it is important to note that demographics is inferred data from browsing behavior, since the only way to truly know the age, race, income etc. of any user is through online form submission by that user.
Recently, we integrated our inventory platforms and legacy operations into a consolidated RhythmOne view within Quantcast. The chart below represents the progress we have made in recent weeks of rolling segments of our supply into RhythmOne reporting. This process will continue over the next month and will culminate in a holistic view of 1R’s supply footprint – as well as distinct segmentation of our supply that aligns with our product offering.
As mentioned, Quantcast data provides a public view of the relative size and demographic make-up of our supply footprint – and ranking amongst our peer group. At its simplest, it provides a measure of potential reach – of selling opportunity, not necessarily sales volume. The data informs marketers, advertising agencies, and other demand partners of our audience scale and audience composition – data that is essential for them to make informed decisions on which supply partners to use and how best to allocate media spend.
Furthermore, Quantcast data can be used by our supply development and marketing teams to steer inventory acquisition strategy, and the packaging of inventory for our sales teams to offer advertisers. Lastly, Quantcast provides us with an enhanced level of targeting across display, video, mobile and in-app supply. This allows us to work with advertiser partners and create scalable target audience segments for their specific brand needs.