For every website in the file you get a profile of its typical visitors: their age, income and life stage, what they are interested in, what they plan to buy, and for business sites what they do for a living. It is built for planning and analysis, and it uses no cookies and no personal data.
The complete audience taxonomy is open: each demographic and business field with all its values, the 29 interest groups and 288 sub-interests, the 34 purchase-intent groups and 288 segments, and all 1,667 personas. If a segment you need is in the list, it can be in your file.
Every website attracts a particular crowd. A site about retirement planning draws a very different readership from a site about student housing, even when both sit in the same broad category. Knowing that crowd is the basis of good media planning, sensible partnerships and honest market sizing, and for years it was measured by following individual people around the web.
That approach is fading. Browsers block third-party cookies, mobile platforms restrict identifiers, and privacy rules make every new data source a legal question. A profile of the website itself avoids all of that. It says nothing about any one person; it describes the typical audience of a site, the way a magazine media kit describes its readers.
The audience database applies that idea to one million popular websites at once. Each site gets the same structured profile, written in the same fixed vocabulary, so you can compare sites with each other, sort them by any attribute and build lists that hold up when someone asks how they were made. Because there is no personal data in the file, it can live in your data warehouse and be shared across teams without the usual restrictions.
It also complements the URL categories you may already use. A category tells you what a site is about. The audience profile tells you who comes to read it, and what those readers are likely to do next.
Every website profile answers the same six questions, always with the same set of possible answers, so a profile from one site lines up with every other.
Age in eight brackets from teenagers to people over 75, a gender skew from strongly male to strongly female, six income bands up to affluent and seven education levels. A site can carry several age brackets when its audience is broad.
Fourteen life stages, from student and young single to new parent, empty nester and retiree, together with household type, employment, home ownership and whether the audience lives in cities, suburbs, small towns or the countryside.
Twenty-nine interest groups, such as travel, sports, personal finance or home and garden, broken down into 288 sub-interests. A cycling site can show interest in sports and healthy living, and in the right sub-interests within them.
Thirty-four purchase-intent groups with 288 segments, from air travel and car rental to accounting software and home insurance. This is the field planners use most, because it points at upcoming spending, not just at topics.
For sites with professional readers: company size, seniority from individual contributor to founder, 27 job functions and the industries they work in. Consumer sites leave these fields empty, so you never mistake hobby readers for buyers.
Named personas that sum up the typical visitor, such as Museum Aficionado, Auto Enthusiast or Market Analyst, drawn from a list of 1,667. Personas make segments easy to explain to colleagues and clients.
Each group of attributes comes with a low, medium or high confidence band. When a website gives no reliable signal for a field, that field is left empty instead of being filled with a guess.
These eight rows come from the free sample, which is drawn at random from the one-million-domain file. The table shows a selection of fields; the sample file itself has all 34 columns.
| Domain | Popularity band | Audience | Age | Gender | Interests | Purchase intent | Personas |
|---|---|---|---|---|---|---|---|
| arkansas-demographics.com | 1,000,001-5,000,000 | b2b | 25-34, 35-44, 45-54 | balanced | Business & Finance, Real Estate | Productivity Apps | Market Analyst, Economic Analyst |
| artarsenal.in.ua | 1,000,001-5,000,000 | b2c | 18-24, 25-34, 35-44 | balanced | Fine Art & Performing Arts, Books & Literature | Ticket Services, Workshops and Classes | Museum Aficionado, Cultural Enthusiast |
| ast.dk | 1,000,001-5,000,000 | mixed | 25-34, 35-44, 45-54 | balanced | News & Politics, Education | Adult Education, Government | Parent Educator, Single Parent |
| avroracenter.com | 500,001-1,000,000 | b2c | 13-17, 18-24 | balanced | Education, Academic Interests | Adult Education | AI Technologist, Automation Analyst |
| awb-landkreis-rastatt.de | 1,000,001-5,000,000 | b2c | 25-34, 35-44, 45-54 | balanced | Home & Garden, Healthy Living | Waste Disposal and Recycling, Utilities Apps | Gardening Enthusiast, Garden Enthusiast |
| awd.tech | 1,000,001-5,000,000 | b2c | 25-34, 35-44, 45-54 | male lean | Automotive, Hobbies & Interests | Automotive Parts and Accessories, Automotive Care Products | Auto Enthusiast, Auto Mechanic |
| b-und-w.com | 1,000,001-5,000,000 | mixed | 25-34, 35-44, 45-54 | balanced | Technology & Computing, Shopping | Electronics Accessories, Automotive Parts and Accessories | Gadget Enthusiast, Tech Enthusiast |
| baxi.es | 100,001-500,000 | b2c | 25-34, 35-44, 45-54 | balanced | Food & Drink, Shopping | Food Delivery Services, Restaurants | Dining Enthusiast, Foodie |
artarsenal.in.ua is an art centre in Ukraine. Its profile shows a balanced audience aged 18 to 44, interested in fine art and performing arts, books and literature, and education. The purchase intent points to ticket services and workshops and classes, and the personas include Museum Aficionado and Cultural Enthusiast. For a gallery, a cultural festival or an arts education provider, that is a ready-made audience description.
awd.tech is an automotive site with an audience that leans male, aged 25 to 54, mostly young and established professionals. Its readers are in the market for automotive parts and accessories and car care products, the site shows mid-range prices, and its personas are Auto Enthusiast and Auto Mechanic. That is exactly the kind of site a parts retailer wants on a planning list, and exactly the kind a category alone would not separate from car news.
The same file serves very different teams. These are the most common ways it is put to work.
Planners shortlist the websites whose visitors match a brief before a campaign starts: a family car launch looks for parents of young children with automotive intent, a premium travel brand for affluent audiences interested in travel. Because the list is built from fixed attributes, it can be reviewed, explained and reused for the next flight.
Sales teams describe their own audience, and their competitors', in the same vocabulary buyers use. A publisher can show that its readers lean toward a valuable life stage or purchase intent, and back that up with a profile built the same way for every site in the market.
Supply platforms attach standard audience labels to the inventory they sell, so buyers can find it by audience. Buying platforms use the same labels to plan without cookies. Curation teams package domain lists into deals defined by who reads them rather than by topic alone.
Retailers map where their customers spend time online, choose affiliate and partner sites whose audiences already buy in their categories, and size new categories by counting the sites whose visitors show purchase intent for them.
Marketing teams that sell to companies find the sites their target roles actually read, from trade press to general-interest sites. Seniority, job function and company size make it possible to focus on decision makers instead of on everyone in an industry.
Analysts enrich referrer domains, survey answers and web traffic logs with audience attributes, and researchers size audiences and compare markets across a large, consistent set of popular websites.
Suitability teams look beyond what a page is about to who reads it. A site can be on topic and still reach the wrong age group or life stage for a brand; the profile makes that visible before the money is spent.
Companies that build their own data products use the file as a domain-level audience layer to combine with their categories, contextual signals or measurement data. For embedding in a product you sell, ask us for a license quote.
Our URL categorization database answers the first question about any website: what is it about? The audience database answers the second: who comes to read it? Each file carries the content category of every domain, in the IAB Content Taxonomy and in our web filtering taxonomy, so you can work with topic and audience side by side from day one.
Combining the two removes much of the guesswork from list building. Start from a category to get the right subject matter, use the web filtering category to keep sensitive content out, and then narrow the list by audience: an age range, a life stage, an interest group or a purchase intent. The result is a list of websites that are both on topic and read by the people you want to reach.
Both files use the registered domain as their key, so they join without any mapping work. If you already license a URL categorization database from us, the audience file slots in next to it, and the same applies to the categories you receive from our categorization service.
Suppose an outdoor equipment brand asks for websites that reach adults aged 25 to 44 who are planning active holidays and can afford mid-priced gear. Here is how a planner would work through the file.
The result is a short list that explains itself: every website on it is there for a reason the client can read in the file. When the campaign report comes back, the same columns show which audience groups performed best, and the next list starts from what worked.
You receive a download link to one file with one row per website and 34 columns, in the format you choose: CSV, JSON or Parquet. Each order gets a fresh build, so websites that have expired or gone offline since the last release are removed and the profiles reflect the sites as they are now.
The link follows within 2 business days of payment. The file matches the free sample column for column, so anything you prepare with the sample works straight away on the full file. An optional quarterly refresh delivers each new release in the same columns.
The tier contains one million website profiles, prioritised by popularity. It begins with the most visited websites and continues down the popularity ranking until one million profiles are reached; every row shows the popularity band it comes from.
Adult and gambling websites are left out, as are parked, for-sale, inactive and redirecting domains and service domains without content of their own. What remains is a million real, active websites with a profile you can use.
Most buyers start with the one-million-website tier. Smaller and larger options follow the same format.
Email [email protected] with the size you need. We reply with a checkout link or a quote within one business day. Card and PayPal are accepted.
No. A profile describes the typical audience of a website, not any individual visitor. The file contains no cookies, no device identifiers, no email addresses and no other personal data.
A URL categorization database tells you what each website is about. The audience database tells you who visits it: age, income, life stage, interests, purchase intent and, for business sites, the roles of the readers. The audience file also includes each site's content category, so you get both.
Yes. The complete audience taxonomy lists every field, interest, purchase-intent segment and persona, and the free sample shows 200 real profiles with all 34 columns.
When a website does not give a reliable signal for a field, the field stays empty rather than being filled with a guess. Business fields, for example, are empty on consumer sites.
The most popular websites first, continuing down the popularity ranking until one million profiles are reached. Every row shows its popularity band, and adult, gambling, parked and inactive websites are excluded.
Each order is built fresh, and the optional quarterly refresh replaces the file with a new release, with expired websites removed and newly popular ones added.
Yes. Slices by vertical or country cost $190 to $490, depending on size, and use the same columns as the full file.
Demographics, business fields, interests and purchase intent each have a confidence band of Low, Medium or High. Most planners build the main list from High and Medium rows and test Low rows with a smaller budget, while data teams often weight their models by the band instead of dropping rows.
Every release uses the registered domain as its key, so you can compare the new file with the one you have. The comparison shows which websites were added, which were removed and whose profile changed, and your saved filters run on the new file without any changes.
The standard license covers use inside your own company. For use in a product or service you sell to others, or for more than one million websites, ask us for a quote.