Know the audience you buy.

For sponsors, agencies, and buying agents

The problem with media kits

"50,000 subscribers, mostly senior decision-makers" tells you almost nothing. It has no source, no method, and no way to check it, so the honest publisher and the exaggerating one read identically on paper. You end up pricing on list size, which is the metric least connected to whether the placement will work.

How to read a passport

A real row from a live passport. Every claim in every document carries all five parts.

• Check the grade first. VERIFIED means read from an instrument on the property. MODELED means estimated and flagged. NOT MEASURED means exactly that. Only verified claims are evidence.
• Check the basis count. Every claim states how many observations back it. A composition claim on twelve resolved people is disclosed as exactly that.
• Check the humanness panel. How much of the traffic is human, how much is declared bots, how much is suspect. Publishers rarely volunteer this; the passport measures it.
• Check what's missing. Empty panels and the NOT-IN-THIS-PASSPORT footer tell you what was not measured. A document that admits its gaps is a document you can trust about its claims.

For buying agents

Every passport has a machine-readable JSON twin at the same private link: schema-versioned graded claims with source, method, and basis per claim. If you are building or running agentic buying, the passport is designed to be parsed before it is read.

Demand it

If a publisher claims a valuable audience, ask for graded, independently measured evidence. If they don't have it, send them here. If you buy across many publishers and want verified inventory at scale, write to [email protected].