Quantcast says: This dashboard provides a new level of transparency for participating publishers and advertisers and allows them to transact directly based on specified audiences.
The new dashboard extends the current capabilities of Quantcast’s brand targeting solution, which applies advanced predictive modelling to high-value audience segments to find similar consumers across the web at significant scale. Quantcast integrates directly with publishers at the ad server level to inform ad delivery in real time and allow them to satisfy new advertiser demand. Audience segments offered via this solution, and featured in today’s dashboard release, include:
• Demographics: Segments for age, gender, parents, education, income, and more
• Custom Advertiser Segments: Custom audience segments built from predictive modelling, based on an advertiser’s unique audience
“Advertisers have increasingly benefitted from the impression-by-impression efficiency and effectiveness afforded by real-time bidding (RTB) across ad exchanges,” explains Phil Macauley (pictured), managing director at Quantcast UK. “We believe that the same trends powering RTB growth – the ability to apply big data directly to impression-level targeting decisions – can also be used to help premium publishers bring the power of precision audience delivery to brand advertisers within their own premium ad environments and through their direct sales teams. The new dashboard is an important investment in this vision.”
With the launch of this new dashboard, Quantcast’s publisher partners can better offer and deliver highly relevant audiences to brand advertisers. The dashboard helps publishers understand the potential scale of each Quantcast audience segment across their site(s), enabling better inventory packaging and a broader range of advertiser requests that can be satisfied.
Publishers can also use the dashboard to prospect new advertising clients by gaining visibility into the extent to which advertisers’ custom audience segments can be delivered from within their inventory. Participating advertisers can buy their exact audiences at scale from the publishers of their choice to maximise their reach within premium environments.
Quantcast Advertise publisher partners such as Adap.tv and Undertone are already using this new dashboard to better capitalise on audience selling opportunities across their sites and connect with Quantcast advertisers.
"Quantcast is a key data partner for Adap.tv customers and allows some of the most accurate audience and demographic targeting in the UK market," says Brian Fitzpatrick, managing director of Adap.tv Europe. "The release of the brand targeting solution will help buyers of video inventory feel confident that they are reaching the right audience"
“We are enthusiastic about the potential of connecting real-time data, modelling, and ad delivery, and our first self-serve dashboard for Quantcast Advertise will make it easier for the Quantcast community to power more relevant advertising for advertisers, publishers, and consumers,” concludes Macauley.
About Quantcast
Quantcast says: “Quantcast is an audience measurement and targeting company. The pioneer of direct audience measurement, we start with the industry’s most in-depth understanding of digital audiences to help marketers and publishers buy and sell the most effective targeted advertising. Ranked Fast Company’s #3 Most Innovative Company on the Web and the Overall Winner of AlwaysOn’s Global 250 Top Private Companies, Quantcast is used by the world’s leading advertisers, the top 10 media agencies and 100+ million web destinations. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems.”
