By introducing Kits in UserReport, publishers are now offered a powerful tool to validate reach, user demographics, affinity and page views on any combination of websites or sections in real time against real people

As a publisher, it’s absolutely essential that you’re able to document your audience to advertisers. UserReport is already a great tool for collecting knowledge about your audience, but now we’re introducing a completely new feature, which will allow publishers to build vastly upon that knowledge. We call it Kits.

Cross media measurement


With Kits, not only is it possible to validate your audience on a single media (e.g. a website), but across multiple media within a network – you can even split those media into sections and get a much more detailed view of your audience. In essence, this enables publishers to get insights on reach, user demographics, affinity and page views across any digital touchpoint.

Target groups show the true value of your media

Want to know which of your media are best at reaching young students or another target group? Easy – just define a target group for your kit and you will instantly know which of your media and sections give you the best hit rate, reach or most page views in that target group. This is valuable for a number of reasons.

It gives you valuable insights on which parts of your media attracts who. Because Kits can also be limited to a specific time period, they also work as a flexible planning tool, enabling you to show advertisers which media and sections are relevant to them and exactly what to expect if running a campaign in your network. In other words, Kits optimise media planning for both publisher and advertiser.

Your audience never looked this good


Kits can be customised with a custom color, logos, text and even images. Make the kit fit your own design guidelines for brand consistency or impress potential clients and advertisers by matching theirs. The sky is the limit. When you’re done, the kit can be shared with anyone and will look good regardless of device type.

Solid methodology

The validation of audiences in Kits is based on cross-device measurements and weighed against a panel of 840.000 panelists in the Nordics created from first party interaction surveys. In this way, publishers using Kits are assured that the numbers represent a true online population. Furthermore, Kits is built around the same engine and methodology as AudienceReport, which advertisers and media agencies use for validating campaigns. This ensures consistency between what advertisers are promised and what’s actually delivered.


We’ve created a couple of example kits, which can be seen on the Kits campaign page:

View examples

How to get started

If you want to get started with Kits, please contact
Amalie Schjønning at

Please note: Kits is only accessible for publishers with an active UserReport survey script implemented (as UserReport is the foundation for the validation of audiences in Kits)