Quantcast’s Media Broker Revolution
The company is leveraging its behind-the-scenes dominance in web traffic analytics to fundamentally change how advertising is sold.
Quantcast, the silently ubiquitous media measurement firm that tracks and analyzes Internet traffic data, has been developing a strategy to take much of the guesswork out of media planning and, in the process, revolutionize the way advertising is purchased. Back in February, CEO, Konrad Feldman told Fast Company “There’s a disconnect between Silicon Valley and Madison Avenue, and we’re filling it”. The pitch is simple: It is much more effective to buy advertising based on well-defined audience clusters with shared characteristics (so-called “lookalikes”) rather than on arbitrary blocks of media time.
The company is the undercover Google of the web. By hitching on to websites using a piece of HTML code, Quantcast not only has the ability to access usage data of all 220 million Internet users in the United States – data that amounts to about 200 billion monthly observations of media consumption – but it also has the ability to aggregate this data and form specific user identity groups by correlating information from different web publishers.
As the Internet continues to converge with all traditional and mobile media channels, Quantcast’s multi-platform power to wholesale well-targeted demography increases. Feldman was present last week at Sun Valley for an annual meeting of media’s most influential power brokers to convert some major heavyweights. He was quoted by The Wall Street Journal saying that “Everyone sees the promise. They realize that the traditional ways don’t scale.”