Say Media surveyed “thousands” of people on its network to find markers of “live television avoidance” and then used this information to create a profile of this audience’s web behaviour, the company said. From here Quantcast uses a statistical model to identify web users with similar profiles.

Matt Rosenberg (pictured), VP of solutions at Say Media, said: “There is a fundamental shift away from modes and platforms that require the watching of interruptive ads. Advertisers have known for some time that they are leaving a vast swath of their audience out of their communications reach. We have created an efficient path for advertisers to re-engage with that missing third of their consumers.”