Quantcast Buys Retargeting Specialist Struq

San Francisco-based audience measurement and digital ad firm Quantcast has acquired London company Struq, a specialist in personalisation and cross-device retargeting, for an undisclosed sum.

Struq helps marketers engage and convert customers who have shown an interest in a product, but who haven't yet made a purchase. The firm is able to continuously assess where each consumer is in the conversion funnel, and then use what it calls DCO (dynamic creative optimization), along with targeting and ad personalization, to re-engage them with products, and send messages that help convert that interest into a completed purchase.

Quantcast says the combined company will be the first to offer marketers a single source for proven prospecting, retargeting and ad personalization. Following the acquisition, Struq will become part of Quantcast Advertise, and the two companies will combine their offices in London, New York, San Francisco and Los Angeles.

Sam Barnett (pictured), founder and CEO of Struq, comments: 'Combining Quantcast's data about online user behaviour with our ad personalization technology will lead to a deeper understanding of users and enable us to more effectively personalize an ad to them. This will drive greater relevancy for every consumer and more efficient media spend for marketers.'

Web sites: www.quantcast.com and www.struq.com .