TiVo Research, for instance, uses Quantcast’s Audience Grid to combine its television viewership data with Quantcast’s consumer data signals across a massive network of publisher properties. Thus, it might determine that a viewer of NBC’s “The Blacklist” might prefer reading Vox while those who like “The Good Wife” read The Wall Street Journal.
“The depth and ubiquity of Quantcast’s digital measurement offering was very interesting to us,” Foster said. “When you add in a very tight linkage and this one-to-one match of the television audience we offer to their digital data set, you get a great cross-platform view of an audience.”
Similarly, Wyatt Manor, VP of partner solutions at Kantar Shopcom, a division of WPP’s Kantar Retail, said Kantar’s partnership with Quantcast will help connect consumer purchases to media consumption.
“There are benefits to standardization, like we’ve seen with Nielsen and television and comScore with vCE, but there is need from advertisers to get more granular for planning purposes,” Manor said. “To understand measurement of sales lift, you may want more [nuances to] your segments, but in some cases you may need to take a subset of information and model it out more broadly to get the scale you need.”
Feldman says Audience Grid fulfills that need, since it pools together specialized data sets such as shopper data from IRI with location-based data sets from PlaceIQ and NinthDecimal, and advertisers and publishers can pick and choose as they please.
Audience Grid partner data is available free of charge to customers of Quantcast’s measurement and reporting solution Quantcast Measure.
“You don’t need to sign an expensive upfront fee to get access to that data,” Feldman said. “In a world of programmatic advertising, making large, sample-based decisions doesn’t help you understand individual impressions.”
That’s not to say that Audience Grid is a data free-for-all, said TiVo’s Foster.
Although he said his company has fielded an increasing number of requests for data partnerships from digital companies, TiVo is very cognizant of how partners use data and implements restrictions around data linkages to ensure the data it does provide doesn’t put a partner in a position to create personally identifiable information.
“We also make sure the partner is in line with our mission,” he added, which is “to shed light on multiscreen advertising and to create a more robust connection between digital and TV.”