Having trouble getting into the mind of the customer.

Take JDate.com for an example. Ask yourself what they're offering, then just break it down in your head step by step, then think about how you'd grab that same population while you're marketing.

Their headline says "Welcome to JDate, the premier Jewish singles community online. Connect with thousands of members in your area and around the world - photos, email, chat, IM and more."

So first we know about religion. They're Jewish and looking for Jewish mates.

Next, who needs dating? Single people. Cool, another demographic factor, not married.

What kind else are people looking for when they've chosen a relatively seriously minded service like this? Well, we know that if they're joining a more serious online service (this isn't adultfriendfinder or benaughty or a free service), they're probably not freshly 21, the age group is probably a little bit older, probably very late 20's on. Ok, great, check.

Now, if you're single AND ready for marriage, what else are you probably? Employed. If you're employed, you're probably generally more affluent than the average. Cool, now we know that they are probably not on the bargain basement end of the spectrum as far as income.

So now, if we list who we want to try and find for Jdate.com, our ideal prospect is:
1.) Jewish
2.) Single
3.) Marriage minded
4.) late 20's to early 30's on up in age
5.) Likely employed, with more income to spare, possibly career oriented

That's a pretty good chunk of information we know. Now to tackle the Quantcast beast.

There's a really cool tool at Quantcast called the Ad Planner, located here:
Quantcast Planner

Now you can play with it, plugging in all the variables that fit up to your intended demographic. Not all of these variables are available in the planner, but it's a start.

Also, once we plug in the jdate.com url into the regular Quantcast tool, there is more of a yield for us as far as the site's demographics. More things for your planner tool scrape of urls which the target demographic visits.

In addition, Quantcast will only yield urls in the top 100k. Why is this a good thing? Because if you're using PPV traffic, you need URLS which give you enough visits to yield regular traffic. There might be the perfect right url out there for your targeted customer, but if only one person a year visits, you aren't going to have very much luck with popups.

Voila! Quantcast for PPV.

Hope that helps.