17 July, 12 — London, 17 July 2012 – Quantcast, an audience measurement and targeting provider for advertisers and publishers, today announced its partnership with Guardian News & Media. The agreement sees Quantcast power audience targeting across the publisher’s sites, bringing greater scale and precision to brand campaigns for advertisers. By leveraging Quantcast’s technology, Guardian News & Media is able to match their audience to the exact consumers an advertiser wants to reach with impression-level targeting. The company is the first major publisher in the United Kingdom to leverage Quantcast Brand Lookalike targeting.
Tim Gentry, Revenue Director at Guardian News & Media, says, “Building brands effectively has always been about communicating with the right people in the right context, so we’re delighted to be partnering with Quantcast to help us deliver precision targeting of our progressive audience to advertisers.”
Quantcast Brand Lookalikes identify the unique characteristics of an advertiser’s target audience through predictive modeling in order to find other consumers across the web that most closely match these profiles. Through using this product, brands can effectively reach the people ‘most like’ their best customers and publishers can combine their premium content with audience targeting to better match their inventory to an advertiser’s audience.
The Internet accounts for 26% of total media consumption time , and Quantcast technology enables publishers to make effective use of this by better matching their inventory to an advertiser’s brand objectives. As a member of the EDAA, provider of the Ad Choices Icon and industry leader in driving consumer notice and choice, Quantcast provides a privacy-forward advertising solution for publishers, advertisers and consumers.
About Guardian News & Media
Guardian News & Media (GNM) publishes guardian.co.uk, one of the world’s leading news websites, as well as guardiannews.com and the Guardian and Observer newspapers.
Guardian.co.uk was recently named ‘Website of the year’ at the 2012 Online Media Awards. The Guardian was also named Newspaper of the Year at the British Press Awards in 2011 and Medium of the Year 2011 by Campaign magazine.
Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Through Quantcast Measure, we have unlocked the data generated by more than 100 million digital destinations, helping publishers and creators understand and grow their businesses in ways never before possible. With Quantcast Advertise, adaptive modeling and intelligent machines are utilized to help thousands of marketers around the world find and interact with customers anywhere they connect to the digital world. Our more than 700 employees are driven by the potential for big data to radically improve everyone’s connected experiences and transform the way we all make sense of the world.
For more information, visit www.quantcast.co.uk.
Senior Communications Manager EMEA at Quantcast
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