AUDIENCE PASSPORT · METHODOLOGY

How a passport is measured.

Format v0.4 draft

The propertytwo script tags, placed with the publisher's consent

→

TIER 1FouAnalytics pageview-level humanness: human, declared bot, suspect

TIER 2Identity graph deterministic match against 274M US identities, aggregate only

→

The passportgraded claims with basis counts, plus a machine-readable JSON twin at the same private link

Two independent instruments

Tier 1, humanness (FouAnalytics). A pageview-level instrument that classifies traffic as human, declared bot (crawlers that identify themselves, including AI agents), or suspect. The split is reported as measured; declared bots are counted separately because machine-mediated discovery is part of how audiences arrive now.

Tier 2, identity and composition. Deterministic cookie-to-identity matching against a 274-million-person US identity graph. Resolved visitors yield seniority, title, industry, geography, and demographics, reported in aggregate only. The unresolved remainder is reported, not discarded: the resolution rate is itself part of the measurement. Identity resolution covers US traffic.

Grading

VERIFIED: read directly from an instrument on the property, with the source, method, and basis count stated on the claim.
MODELED: estimated, clearly flagged, and never presented as measurement. Persona panels are always modeled.
NOT MEASURED: the panel stays empty and says so. The instrument never estimates to make a document look better.

Every quotable claim in the ledger carries all four: source, method, basis count, grade. Quoting a claim without its grade breaks the terms of use.

What is not in a passport

No names, emails, or any personally identifiable information, in either the human-readable or machine-readable document. Aggregate statistics only.
No subscriber lists, and no delivery of identity data to publishers, sponsors, or anyone else. Measurement is the product; the audience stays the publisher's.
No projections. Windows, basis counts, and coverage limits are stated on the document.

The machine layer

Every passport ships with a JSON twin at the same private link, schema-versioned, carrying the same graded claims. The schema is vendor-neutral: each claim names its source and method, so additional instruments can plug in without changing the format. Built for AI buying agents and the Ad Context Protocol era, useful to any tool that reads JSON.

Independence

Passports are commissioned and paid for by publishers, but the instruments are read by us, the grading rules are fixed, and publishers cannot edit output. A document that would embarrass the property renders anyway or is not issued; we do not tune results. audiencepassport.com sells measurement and nothing else: no media, no list rental, no audience activation.