Despite the fact that no two visits to a web page are the same, many data companies will still categorise them in the same way. We don’t, and by scoring our data we offer the most reliable and accurate signals of intent for better performing audiences.

Intent data goes beyond interest

Intent data goes beyond interests by leveraging additional contextual touch points – such as what type of site the user is on – and deeper taxonomies to give more accurate signals.

Brand affinity data

Similar to how people show an intent-to-buy, they often show an affiliation to specific brands such as football teams, clothing brands and tech products. That’s why Carbon’s taxonomy has 100s of brands within it, and the tech to assign & score them accordingly.

Activate audiences with confidence

By using scored intent and brand affinity signals, Carbon enables users to build & activate audiences based on where they are in the purchase cycle or level of affiliation to a brand.

How we score our data

Carbon uses machine learning driven algorithms to score our interest and brand data, offering the most reliable and accurate data signals for better performing audiences. Carbon’s algorithms score data based on 4 core statistical features of a user site visit:


The number of days that a particular user has been active within an intent category.


How recent the activity within an intent category has been rather than just the recency of a visit.


A measure of the regularity of the user within a given intent category, how often they have the intent again.

Source & site type

The type of website user is on when profiled e.g. an ecommerce site will have a higher intent score than a blog.

How you can leverage scored data

Audience insights

Insights that show relevant, near real-time and actionable trends within an audience to uncover new revenue opportunities.

Audience segmentation

Curated Audiences (pre-built, off-the-shelf audiences), Intelligent Audiences (discovered by our machine learning algorithms) and when creating audiences manually.

Audience activation

Whether you’re looking to maximise yields, or target the most in-market customers, scored data signals give more confidence in the audiences you build & activate.

Grow & improve 1st party assets

Scoring data allows publishers to strengthen their 1st party assets to showcase their most valuable audiences to the marketplace, and find more like them.

Want to learn more?

If you want to learn more about Carbon’s tech such as our data scoring, and how it helps with your audience and monetisation strategy, why not request a demo.

Carbon is now part of Magnite.