Quantcast Launches Audience Insight Platform

In the US, audience measurement and digital advertising firm Quantcast has launched an insight and ad optimisation platform which it says will help publisher and advertiser clients compete more evenly with the Internet's 'walled gardens'.

Headquartered in San Francisco, Quantcast models live first-party data drawn from more than 100 million online destinations, to help publishers better understand their audiences. The new 'Quantcast Platform' is powered by the firm's patented AI and machine learning engine, Ara, to deliver audiences insights at scale.

Ara creates predictive models that interpret live data to provide an 'up to-the-second' understanding of audience behavior. The engine queries a trillion data points to deliver insights, and automatically adjusts thousands of parameters to target the best outcome for every ad. In addition to data from more than 100 million online destinations, the platform can be expanded with the addition of first-party data from customers' marketing systems, instead of relying on third-party data which the firm says may be outdated and irrelevant.

Konrad Feldman (pictured), co-founder and CEO, comments: 'As champions of a free and open Internet, we believe in leveling the playing field for brands, agencies and publishers and eliminating the advantages currently wielded by the walled gardens. We are bringing together our technology leadership in measurement and insights, programmatic advertising, privacy and consent management into a single unified, easy-to-use platform to serve the needs of our customers around the world, and to benefit the open Internet'.

Web site: www.quantcast.com .