Quantcast is meshing consumer Web and mobile app behavior with an eye on making real-time ad buying more targeted, Christopher Heine reports. Its new data-reporting system, dubbed Audience Interests, is aimed at digital publishers and has recently been tested by BlogAds, the proprietor of highly trafficked PerezHilton.com. Using the program, publishers define a segment of their own consumer audience to analyze, Heine explains, and the software then determines what Web destinations the consumers are most likely to visit.