The evolution of digital media has brought an amount of content and audience fragmentation. This had been the advantage of internet advertising which provides highly targetable marketing and/or larger audiences at cheaper rates.One way of getting the inside look into specific audiences that traffic websites is Quantcast which delivers audience profiles inferred from directly measured website traffic. The company ended up receiving $20 million in venture capital at the beginning of 2008, on top of the original $6 million in seed financing.
This website is a great publicly available way to gain a perspective on what kind of an audience a website is attracting and the amount of traffic it is receiving relative to other websites. Its quantitative approach can lead to a more relevant audience profile than the previous panel-centric method.
Most importantly of course, it’s free.
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