Affinity index

How well an environment fits the audience

The affinity index shows whether an audience is over or under represented in a medium. It is the audience's share among the medium's users divided by its share in the total population, times 100. Values above 100 mean an above average fit.

How we use it

We use affinities when selecting environments, for example for our premium whitelists by industry. That way a campaign runs where the audience is over represented.