A system for improving shape-based targeting by using interest level data is disclosed. According to one embodiment, a computer-implemented method includes creating one or more trade zones, wherein creating a trade zone includes grouping a set of parameters to deliver custom shapes, clustering the custom shapes according to offline data and geographic distribution of IP addresses, and mapping clusters of the custom shapes to IP addresses. Data indicating consumption of a content source is received by one or more trade zones at a calculated rate and the calculated rate is analyzed to determine an interest associated with each trade zone. Targeting is based on a selected trade zone, wherein the selected trade zone is selected based upon a desired interest representative of a desired audience. A targeting request is transmitted including instructions or information associated with a target action, and the target action is performed.