In Brief

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.

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