Audience Segments Implementation Guide

Quantcast audience segments allow users of Quantcast Measure to better understand and monetize specific audience groups for free. This implementation guide will take you through the steps to create audience segments for your web properties. For information about creating audience segments for your mobile apps, see the iOS and Android SDK implementation guides. If you haven’t already, we recommend you read the Audience Segments Guide before starting implementation.

Quantcast audience segments automatically populate in 1-2 days. You do not need to adjust any settings in your Quantcast account for audience segments to populate. To change audience segments, just modify the “labels” parameter in your Quantcast tag; Quantcast begins displaying the new audience segment shortly thereafter. If you remove a set of audience segment all together, they appear in Quantcast until 30 days after Quantcast stops receiving traffic for an audience segment.

Audience segments do not impact audience reporting of your Quantified digital media destinations. Audience segments will, however, provide added groupings of audience reporting beyond basic domain and sub-domain information.

Note that your Quantcast audience segments require a minimum reach of approximately 1000 cookies per month. Otherwise, historical data on a particular audience segment may become unavailable.

Publishers can choose whether to make their audience segments data public, or share it with specific users they choose.

Implementing Audience Segments

Using Quantcast’s segmentation feature requires a small addition to the Quantcast tag. Once this addition is made, there is no need for further configuration. Your audience segments will begin populating in your Network View in 24 to 48 hours. Like other Quantcast data, you can choose to hide or show data within segments.

To implement audience segments:

1. Consider how you want to see your data. Quantcast can accommodate whatever level of granularity you choose. A good place to start is your top level navigation because it provides you with the major content buckets you’ve already planned. From there, you can label the secondary pages on your site to gain insight into how your audience is engaging with deeper levels of content.
2. Look at the following example of our standard tag; it is generated when you create a Quantcast account. Note the place holder for the ‘qacct’ value, which is unique for each Quantcast account (p-12345abcde). Add the ‘labels’ parameter to the \qevents associative array:

<!-- Quantcast Tag --> 
<script type="text/javascript">
    var _qevents = _qevents || [];
    (function() {
        var elem = document.createElement('script');
        elem.src = (document.location.protocol == "https:" ? "https://secure" : "http://edge") 
                    + ".quantserve.com/quant.js";
        elem.async = true;
        elem.type = "text/javascript";
        var scpt = document.getElementsByTagName('script')[0];
        scpt.parentNode.insertBefore(elem, scpt);  
    })();
</script>
<script type="text/javascript"> 
    _qevents.push({ 
        qacct:"p-12345abce", 
        labels:"labelgoeshere" 
    }); 
</script> 
<noscript> 
    <div style="display:none;"> 
        <img src="//pixel.quantserve.com/pixel/p-12345abce.gif?labels=labelgoeshere" 
             border="0" height="1" width="1" alt="Quantcast"/> 
    </div> 
</noscript> 
<!-- End Quantcast tag -->

Note that a comma is added after the ‘qacct’ value, but not after the labels value. It is also vital that you replace the placeholder p-value with the value generated from your Quantcast account.

Hierarchical Audience Segments

Optional – Quantcast also supports hierarchical audience segments, as well as multiple audience segments within the same tag. We recommend beginning with only one level, and expanding once you become confident with the data. A period represents a hierarchy, whereas a comma represents equal distribution of traffic to two different segments. For instance:

<!-- Quantcast Tag --> 
<script type="text/javascript">
    var _qevents = _qevents || [];
    (function() {
        var elem = document.createElement('script');
        elem.src = (document.location.protocol == "https:" ? "https://secure" : "http://edge") 
                    + ".quantserve.com/quant.js";
        elem.async = true;
        elem.type = "text/javascript";
        var scpt = document.getElementsByTagName('script')[0];
        scpt.parentNode.insertBefore(elem, scpt);  
    })();
</script>
<script type="text/javascript"> 
    _qevents.push({ 
    qacct:"p-12345abce", 
    labels:"Sports.Football" 
}); 
</script> 
<noscript> 
    <div style="display:none;"> 
        <img src="//pixel.quantserve.com/pixel/p-12345abce.gif?labels=Sports.Football"
             border="0" height="1" width="1" alt="Quantcast"/> 
    </div> 
</noscript> 
<!-- End Quantcast tag -->

The code above creates a parent segment called “Sports” with a child segment of “Football.” Adding Sports.Baseball and Sports. Tennis allows you to look at the traffic and demographic information of audience segments “Baseball,” “Tennis,” and “Football,” while all three of those would be rolled up into the parent audience segment “Sports.”

Multiple Audience Segments

Optional – Multiple audience segments distribute traffic and demographic information equally to hierarchical audience segments (example, “Sports.Football” as well as “MensLifestyle”).

<!-- Quantcast Tag --> 
<script type="text/javascript">
    var _qevents = _qevents || [];
    (function() {
        var elem = document.createElement('script');
        elem.src = (document.location.protocol == "https:" ? "https://secure" : "http://edge") 
                    + ".quantserve.com/quant.js";
        elem.async = true;
        elem.type = "text/javascript";
        var scpt = document.getElementsByTagName('script')[0];
        scpt.parentNode.insertBefore(elem, scpt);  
})();
</script> 
<script type="text/javascript"> 
    _qevents.push({ 
    qacct:"p-abcde12345", 
    labels:"Sports.Football,MensLifestyle" 
}); 
</script> 
<noscript> 
    <div style="display:none;"> 
    <img src="//pixel.quantserve.com/pixel/p-abcde12345.gif?labels=Sports.Football,MensLifestyle" 
         border="0" height="1" width="1" alt="Quantcast"/> 
    </div> 
</noscript> 
<!-- End Quantcast tag -->