Interpretation of the Interest tab
Interest is a proprietary metric that helps our customers to understand the relevant interest categories for a specific audience. The graph can be interpreted quantitatively to see the weight of the different interests categories within the segment or full audience. Use comparisons to the baseline to find the most relevant insights for the segment or audience you are analysing.
Example of use
Interest categories can influence a range of decisions, from tactical aspects such as the creative development of the campaigns to more strategic ones such as campaigns segmentation and targeting or creating relevant partnerships. The Interests categories displayed in the report follow the IAB standard so they can be widely used to target people with the same interests in any media platform (ie: Twitter, Google, Facebook, etc.)
How is it calculated
Our algorithms are constantly evolving. Through machine learning, Audiense infers the interests of the audience according to what the users are posting about, and the information is clustered according to The Interactive Advertising Bureau content taxonomy standards & guidelines. One of the most important inputs to calculate the interests is what people post about because it allows us to get the topics they are vocal about.