Quantcast Raises $27.5m for Ad Targeting Roll Out

Internet ratings firm Quantcast has received $27.5m in series C financing, which it plans to use to support the roll out of its 'Quantcast Media Program' online ad targeting platform.

The platform, which was launched last June, offers a standardized means to target and measure real-time audiences, using advertisers' own data to apply segmentation throughout the buying process. It offers web traffic measurement that can be customized according to demographics and other data.

The latest round of funding has been led by networking giant Cisco and Polaris Venture Partners, with participation from previous investors Founders Fund and Revolution Ventures.

It brings the total secured to date to $53.2m, following Quantcast's initial funding of $5.7m from Founders Fund and Revolution Capital in 2007 and second round of $20m funding from Founders Fund and Polaris Venture Partners in 2008.

Quantcast co-founder and CEO Konrad Feldman comments: 'Digital technology is transforming the way media and advertising is measured, personalised and delivered, from TV set-top boxes to the desktop PC and mobile phone. As we aim to power ubiquitous addressable media solutions for a networked digital future, we're thrilled to be able to access Cisco's deep expertise and global business presence.'

Last summer, Quantcast and digital video recorder (DVR) services provider TiVo partnered to provide advertisers and media firms with an audience analysis service for evaluating the correlation between TV viewership and online activity.

Web site: www.quantcast.com .