The Site Affinity Report shows you a list of websites survey audiences frequently visit; the data is derived from our behavioral data stream and lists the domain name, category, site rating, Unique Visitor Index, and Quality of Visitation Index of websites that people in your audience frequently visit.

How to use it? The Site Affinity Report can help you identify where to find your audience online so you can make better-informed decisions for your targeting and ad-buying strategy. Understand the exact urls that your audience is more likely to be visiting, spending time on, and engaging with according to our behavioral analysis. Looking over the report will also give you an additional understanding of what types of content people in your audience are interested in. Use this report as a whitelist for your programmatic buy or publisher direct activation.

You can filter information on this page by:

• Website Name
• Category
• Site Rating: Metrics that score sites on category fit, content, safety, site design and layout. "White" is the highest rating, while "Silver" is a unique flag for political content. "Gray" is a lesser rating than White and less brand safe than White.
• Unique Visitor Index (UVI): Refers to an audience's likelihood to visit the site relative to the total, average, online population.
• Quality of Visitation Index (QVI): Score that evaluates site engagement. It takes into consideration time spent on a website, the number of pages viewed and returns to the site. The QVI is calculated at the site level. 

We recommend that you filter for websites that are white and have a Unique Visitor Index of, at least, 120 to ensure that you find your target audience on the websites. 

What is the QVI indexing against?

The QVI is indexing only against the AOP.

The Quality of Visitation Index (QVI) evaluates site engagement and considers time spent on a website, the number of pages viewed, and repeat visitation to the site. The QVI is calculated at the site level.

Our QVI for an audience is calculated by:

UVI x (Capped Minutes per UVI) x (Minutes per Page Index - Channel) / 10,000.

What is the lookback window for this report?

This report is limited strictly to survey respondents' traffic from when the survey was in field, so the look-back window is an average of the months during which the survey was in field. 

So if you have an audience that uses data from the U.S. Consumer Study 1901 and USCS 2001 waves, then the data will be an average of roughly January 2019, February 2019, January 2020 and February 2020 (which correspond to when the survey was in field). That is, if we have a respondent that took the survey in January 2020, Site Affinity will only have traffic for January 2020 and February 2020, even if we can find traffic for that panelist for all of 2020. 

I'm searching for an ad-supported site in the Site Affinity report, but I don't see it. Why not?

Not all ad-supported domains will appear in the Site Affinity report. For an ad-supported domain to make its way into our Site Affinity report, two things need to happen:   

1. The site must be ad-supported by one of the ad exchanges that our behavioral data partners have contractual agreements with. Our behavioral data partners may change infrequently (about every 1-2 years) and the sites they see will change frequently – with sites being added and removed often. So, this part tends to be a bit of a moving target. 
2. Next, we need to have seen sufficient traffic from the survey respondents that represent the attributes in your audience visiting those sites while we were fielding one of our NCS waves. Again, this piece can be a bit of a moving target. 

Because of these two constraints, you should not be alarmed at the absence of any particular domain in this report. 

Export

To export - click the download icon at the top right of the page.  A csv per audience in your analysis will be exported.  

Share

You can easily share a png of the report by clicking the blue share icon at the top right of the report.

Glossary

For more information on the the data and metrics used in the report, click the i icon at the top of the report to view the Report Glossary.  

Arrow Buttons

On the top right of the report are arrow buttons. Click them to flip to the next report that's in the Report sub-nav. You can also use the arrow keys on your keyboard - perhaps our favorite feature yet! Especially as we add more reports, this will make it even easier to tell a story with your data. 

Benefits

The Site Affinity Report can help you identify where to find your audience online so you can make better-informed decisions for your targeting and ad-buying strategy. Looking over the report will also give you an additional understanding of what types of content consumers are interested in. 

Keep in mind that you cannot generate a Site Affinity Report for audiences containing attribute values with sensitive medical conditions, sexual orientation, or transgender identity.