Leading publisher leverages Quantcast Brand Lookalike targeting to bring advertisers more powerful brand campaigns
London – 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 modelling 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 (source: eMarketer December 2011 and KPCB, Internet Trends, May 2012), 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.
Phil Macauley, managing director at Quantcast, explains, “Leading brands are constantly striving to maximise the value of their advertising investment. Our technology makes it easy to reach their target audience within a premium publication, such as the Guardian, and therefore delivers that very value. At the same time it provides a better online experience for consumers, who see ads that are relevant to them.”
Quantcast is an audience measurement and targeting company. The pioneer of direct audience measurement, we start with the industry’s most in-depth understanding of digital audiences to help marketers and publishers buy and sell the most effective targeted advertising. Ranked Fast Company‘s #3 Most Innovative Company on the Web and the Overall Winner of AlwaysOn’s Global 250 Top Private Companies, Quantcast is used by the world’s leading advertisers, the top 10 media agencies and 100+ million web destinations. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems.
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.[cb type="company"]quantcast[/cb]