For publishers who sell sponsorships direct

Your audience is worth more than its size says.

Sponsors price you on subscriber counts because counts are all a media kit can prove. An Audience Passport is an independently measured, machine-readable media kit: graded evidence of who is actually there, so you can sell composition, not counts.

Commission a passport See a live specimen →

INDEPENDENT INSTRUMENTS ON YOUR PROPERTY · EVERY CLAIM GRADED · JSON TWIN FOR AI BUYING AGENTS

Schematic. The real document shows real basis counts.

The problem

A buyer can't price a claim they can't check.

So they fall back to the one number anyone can check: the count. That is how a valuable niche audience ends up priced like commodity reach.

What a media kit says

"48,000 subscribers. Mostly founders, owners, and senior decision-makers."

Self-reported. No source, no method, no basis count. A careful buyer discounts everything except the subscriber number, and negotiates from there.

What a passport says

Who the audience isIDENTITY GRAPH · RESOLVED SETVERIFIED

How much traffic is humanFOUANALYTICS · PAGEVIEW BASISVERIFIED

What was not measuredDISCLOSED, LEFT EMPTYNOT MEASURED

Read from independent instruments on the property itself. Every claim carries its source, method, basis count, and grade.

Same audience. One is an assertion. The other is evidence a buyer can price, and a rate card can lean on.

The document

Eight panels. Three grades. No estimates.

A fixed skeleton, so buyers learn to read it once. Panels fill only with what the instruments actually measured; empty panels stay empty and say so. That discipline is the product.

VERIFIED · read from an instrument MODELED · estimated and flagged NOT MEASURED · stays empty

Audience scaleDevices, pageviews, distinct people over the window.

Identity resolutionHow many visitors resolve to real, named people.

HumannessHuman vs declared-bot vs suspect traffic, measured by FouAnalytics.

Professional compositionSeniority, titles, industries of the resolved set.

DemographicsAge, gender, income, homeownership where measured.

GeographyWhere the resolved audience actually lives.

Acquisition sourcesWhich channels deliver which audience, split by source.

Claims ledgerEvery quotable claim with source, method, basis, grade.

A machine-readable JSON twin ships with every document, so AI buying agents can read what human buyers read. Full instrument detail: methodology.

How it works

Two script tags to a sellable document.

Instrument

Two measurement tags go on your property, about ten minutes in your tag manager. Independent instruments: we read them, you don't grade your own homework.

Measure

A 30-day collection window. FouAnalytics reads humanness at the pageview level; deterministic identity resolution reads who the audience is, reported in aggregate only.

Issue

Your passport issues at a private link you control, with its JSON twin. Re-issues keep the same document number, so buyers can track the audience over time.

After it's issued

The passport goes to work in your sales motion.

In the proposal

Attach the document. Quote the verified claims, with the grades that make them quotable. Stop defending numbers you can't back.

On the rate card

Composition-based pricing needs composition evidence. The passport is the basis for charging for who reads you, not how many.

In front of buyers

Passport holders get listed in a private buyer-facing directory as it forms. Buyers who know the format shortlist faster.

Before the campaign

Offer sponsors a pre-flight test: their creative run against your audience's modeled archetypes before budget is committed. See a sample →

For the other side of the table

Buying? Ask for the passport.

Most media kits are assertions. A passport is evidence with a paper trail: graded claims, basis counts, and a machine-readable twin your tools can parse.

How to read one →

Commission your passport.

Write with your domain and property type. Instrumentation is two script tags; the first passport issues after the collection window and re-issues under the same document number.

Write to [email protected]

Founding rate for the first ten properties · public case study required