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From the FAQ:

How do you collect your data?

We collect our data through affiliations with partners, who include advertisers, publishers, ISPs and advertising networks. All the data we collect is anonymous and contains no personally-identifiable information.

Anyone can participate. Web publishers can obtain refined analysis on their site by utilizing a Quantcast measurement pixel. If you want to help make Quantcast's analysis even more accurate then please become a Quantified Publisher.