What is an Entity?
Overview
Follow this article to learn what an entity is within Audiense Demand Intelligence and how entities are used to organize, analyze, and measure digital demand across platforms, regions, and online data sources.
Entities serve as the foundation of the Demand Intelligence platform and are used to consolidate digital signals associated with brands, talent, organizations, and intellectual property into unified profiles for analysis and reporting.
What Is an Entity?
Within Demand Intelligence, an entity is the primary object used for analysis and reporting.
An entity may represent:
- A person or public figure
- A brand or organization
- A film, television series, or entertainment franchise
- An intellectual property (IP) asset
- A media property or product
Each entity acts as a centralized profile that combines multiple digital identifiers and demand signals into a single structured record.
How Entities Are Identified
Entities are primarily identified by name, but Demand Intelligence also enriches each entity with additional digital identifiers to improve accuracy and analysis coverage.
These identifiers may include:
- Social media handles
- Website URLs
- Search terms and keywords
- Platform-specific account identifiers
- Associated online properties
By consolidating these identifiers, Demand Intelligence can connect an entity’s online footprint across multiple channels and platforms.
How Entities Are Used in Demand Intelligence
Entities are used throughout the platform to support:
- Demand Score calculations
- Cross-platform popularity analysis
- Search trend monitoring
- Audience and demographic analysis
- Regional demand comparisons
- Report generation and visualization workflows
This structure allows organizations to evaluate how an entity performs across different digital ecosystems instead of relying on a single platform or isolated metric.
Cross-Platform Entity Analysis
Demand Intelligence aggregates data from multiple online sources to build a broader understanding of entity demand and popularity.
Supported sources may include:
- Social media platforms
- Search activity
- Website traffic signals
- Audience engagement metrics
This multichannel approach allows Demand Intelligence to provide a more comprehensive view of audience interest and digital relevance.
For example, a public figure may have strong engagement on one platform while also generating high search demand or website traffic in specific regions. Demand Intelligence combines these signals into a unified entity analysis model.
Entity Profiles and Online Presence
Each entity profile is enriched with digital presence data that helps improve reporting accuracy and ranking consistency.
Depending on the entity type, profiles may include:
- Official social accounts
- Brand websites
- Search demand indicators
- Platform-level audience metrics
- Regional popularity signals
This enrichment process helps ensure that related digital activity is associated with the correct entity across reports and rankings.