Increase Ad Revenues by Making Web Metrics Public

I stumbled across PowerHomeBiz.com’s profile in the new online measurement site Quantcast.com

According to Quantcast, our site “reaches approximately 91.4K U.S. visitors per month. The site attracts a more affluent, younger, slightly female slanted audience.” As of March 2011, Quantcast ranks PowerHomeBiz.com 20,350 in the U.S. (since we’ve not put in the Quantcast code in our site, the numbers are just estimates)

The demographic information certainly caught my attention. You have sites such as Alexa.com or Ranking.com that provides so-called traffic ranking based on the number of folks who downloaded their toolbar. They provide a glimpse of a site’s traffic but no demographic information on the site’s visitors.

This site has an interesting goal: by making web data public, smaller sites can broker better ad deals. Quantcast wants you to use their site to attract more advertisers by giving advertisers a fully transparent, detailed view of the audience they stand to reach. For a advertising-based site such as PowerHomeBiz.com, that is certainly an exciting proposition.

If you want more accurate data, you need to participate in their Quantified Publisher Program where you will put a code in your homepage so they can get better data about your site. The catch is that whatever data you will see is also what the public will see. Kind of scary, isn’t it? I’m not sure I want the public to get a more accurate reading of our traffic and demographics.

But I looked at some of those who have signed up for their Quantified Publisher Program, I’m pleasantly surprised to see some top sites such as WordPress.com, Gawker.com, Fox.com, Accuweather.com and others.

I guess I’ll sleep on it though and think about whether I’d like PowerHomeBiz.com’s traffic and demographic information out there for the world to see.