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Quantcast is an American technology company, founded in 2006, that specializes in audience measurement and real-time advertising.[4] The company offers public access to traffic and demographic data for millions of web sites and detailed user insights to digital publishers.[5] In 2013, the company claimed that it produced accurate audience measurement to over 100 million web destinations.[6] The company is headquartered in San Francisco. It has offices in the United States, Canada, Australia, Singapore, United Kingdom, Ireland, France, Germany, Italy, and Sweden.[7][8]

History

Quantcast was launched in 2006.[9] The company claimed to be the first rating service to rely largely on direct measurement (as opposed to the traditional panel based method pioneered by Nielsen).[10][11]

The company was built on the belief that digital advertising requires reliable data to be successful, so initially the primary aim was to gather detailed insights into audience characteristics. By placing tags on websites, blogs, videos and widgets, the firm measures metrics such as audience age and gender makeup, areas of interest and type, length and frequency of their engagement with certain types of content. This information is made publicly available to be used by digital publishers to accurately understand their visitors and better position themselves to advertisers.[12]

In 2010, Quantcast’s Publisher Program was the first syndicated online traffic measurement service to receive official accreditation from the Media Rating Council (MRC).[13]

In 2013, the company acquired MakeGood Software, an advertising technology startup that simplifies data management and reporting for online advertising campaigns.[14] The technology was subsequently integrated with Quantcast Advertise to enhance the reporting functions available for Quantcast campaigns. This nudged the company closer towards competition in the ad effectiveness category, which includes companies like comScore.[15][16]

Products

Quantcast offers the following products:

  1. Quantcast Audience Grid: Audience grid uses information from data collectors such as Oracle Datalogix, TiVo Research, and Mastercard to provide insights into the shopping habits, product ownership, lifestyle habits and interests of internet users.[17]
  2. Quantcast Advertise: Uses Quantcast's first-party cookie to target online advertisements to highly qualified internet viewers based on their browsing habits.[18]
  3. Quantcast Measure: Allows publishers and websites to place the Quantcast tracking pixel onto their website to generate detailed demographic insights, as well as model-based insights into the shopping, media, and business habits of the site's visitors.[19]
  4. Quantcast Choice: is a GDPR Consent Management Provider (CMP) solution built on the IAB Europe's Transparency and Consent Framework to help website owners obtain, manage and propagate consumer consent.

Recognition

  • 2013 OnMedia 100 Top Private Companies - B2B: Advertising Analytics[20]
  • 2012 WIRED Magazine: The 10 San Francisco Tech Companies You Wish You Worked For[21]
  • 2012 AlwaysOn Global 250 Top Private Companies[22]
  • 2011 OnMedia 100 Top Private Companies - B2B: Advertising Analytics[23]
  • 2011 Business Insider Digital 100: Quantcast Ranked #54[24]
  • 2010 Fast Company Most Innovative Companies - Web[25]
  • 2016 Quantcast partnered with IAB Europe, IAB UK and the ANAs to create an educational program for industry professionals to understand the language, tools, and processes of the online advertising ecosystem.[26]

References

  1. ^ "Quantcast - Company". Retrieved 2010-02-16. 
  2. ^ Vascellaro, Jessica E. (2009-07-06). "Quantcast Shakes up Ad-Targeting model". Wall Street Journal. Retrieved 2009-12-10. 
  3. ^ "Quantcast.com Site Info". Alexa Internet. Retrieved 2014-04-01. 
  4. ^ Rogers, Bruce. "Quantcast Is Working To Transform Advertising". Forbes. Retrieved 2017-10-13. 
  5. ^ Quantcast Passes $100M Run-Rate, Lands Senior Hires As Ads Business Booms. TechCrunch (2013-04-17). Retrieved on 2014-04-19.
  6. ^ Quantcast to create 100 Dublin jobs - RTÉ News. Rte.ie (2013-02-21). Retrieved on 2014-04-19.
  7. ^ Google VP Julio Pekarovic Departs To Become CFO At Quantcast. TechCrunch (2010-05-11). Retrieved on 2014-04-19.
  8. ^ "About Quantcast Quantcast". Quantcast. Retrieved 2017-08-28. 
  9. ^ Konrad Feldman: Executive Profile & Biography - Businessweek. Investing.businessweek.com (2005-02-01). Retrieved on 2014-04-19.
  10. ^ "Media Planning". mediasmith.com. 
  11. ^ http://www.econ.ucla.edu/sboard/teaching/tech/Quantcast.pdf
  12. ^ "Quantcast to Build Products, Staff with $20 Million Funding Round". clickz.com. Retrieved 2014-04-19. 
  13. ^ "Audience Measurement Firms Race To The Finish Line — But Not There Yet — Tech News and Analysis". gigaom.com. 2010-06-14. Retrieved 2014-04-19. 
  14. ^ Quantcast Acquires Startup MakeGood To Improve Ad Data Aggregation. TechCrunch (2013-01-08). Retrieved on 2014-04-19.
  15. ^ Kaplan, David. (2013-01-08) Quantcast Acquires Ad Effectiveness Analyst MakeGood Software. Adexchanger.com. Retrieved on 2014-04-19.
  16. ^ Quantcast buys Seattle online ad startup MakeGood Software. GeekWire. Retrieved on 2014-04-19.
  17. ^ "Audience Grid Quantcast". Quantcast. Retrieved 2017-08-28. 
  18. ^ "Quantcast Advertise Quantcast". Quantcast. Retrieved 2017-08-28. 
  19. ^ "Audience Insights & Analytics Quantcast Measure". Quantcast. Retrieved 2017-08-28. 
  20. ^ "Archived copy". Archived from the original on March 15, 2013. Retrieved March 27, 2013. 
  21. ^ Wohlsen, Marcus (2012-10-30). "The 10 San Francisco Tech Companies You Wish You Worked For". Wired. 
  22. ^ "Archived copy". Archived from the original on February 25, 2013. Retrieved March 27, 2013. 
  23. ^ "Archived copy". Archived from the original on March 1, 2013. Retrieved March 27, 2013. 
  24. ^ "Most Valuable Startups 2011 Digital 100 Complete 1-100 List - Business Insider". Business Insider. 21 September 2011. 
  25. ^ "Most Innovated Companies - Web". Fast Company. 11 February 2010. 
  26. ^ "Real-Time Advertising Academy". 

External links