New Quantcast tool to enhance segmentation

Audience segmentation is the latest buzz phrase to hit online marketers. Rather than target ads based on age or content, segmenting the audience allows marketers to target within specific targeting categories. A new tool from Quantcast could help marketers increase the segmentation of their marketing campaigns.

by Kristina Knight

Quantcast Marketer has been in closed beta since 2008 but this week was opened up. The platform allows marketers to quickly get demographic data and interest based information about potential customers; the information is culled as consumers are exposed to ads or as the consumer interacts with content on branded websites.

"Quantcast Marketer enables these proprietary insights to be used to identify where larger groups of similar consumers can be found across the Web - a significant improvement over the widely used "retargeting" tactic, which limits a marketer's ability to reach only those customers who have actually visited a brand site," was written on the Quantcast blog.

From exposure to ads or content information is collected about the engagement level of consumers and from there the audience is segmented. During the segmentation process marketers receive more information that could help them better target these different audience bases. Once the data has been received marketers go ahead with targeted or retargeted campaigns and - hopefully - the consumers will follow.

Tags: audience segmentation, online advertising, Quantcast, segmented advertising, targeted advertising