How is segment reach calculated?Follow

WHY makes it possible for any website to benchmark their traffic against our wider database of profiled users, so if WHY says there’s a match of 63% against any given segment, it means that 63% of visitors to that site or page fit the behavioural characteristics of that specific segment.
 
If we are saying that 63% of a website’s visitors match the audience segment that we call ‘Creative Contemplators’ this means that lots of people who fit that personality type are visiting that page at that time.
 
By defining their audience against our database, website owners can see their audience in a different light – and the more they know about their audience, the more valuable their inventory becomes since they can be more specific to advertisers about which types of people they can reach, when, and in what volume.
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