Quantcast (www.quantcast.com), an audience measurement and targeting provider for advertisers and publishers, has acquired MakeGood (http://www.makegood.co/), a software company focusing on reconciliation and reporting of digital advertising campaigns.
Quantcast Acquires MakeGood Software
The increasingly complex nature of real-time advertising means advertisers require better tools to properly understand and attribute ad campaign success and optimise their budgets. A significant portion of advertising technology development has focused on automation and optimisation related to the delivery of individual impressions, but industry participants also face significant complexity in aggregating, organising and reconciling campaign data to form a “single view of truth” in order to make critical business decisions.
In 2012 Quantcast surveyed the market to identify and examine the tools that would enhance its integration of campaign-related data and associated reporting suite. Konrad Feldman, CEO at Quantcast explains: “We were very impressed by what the team at MakeGood had created. Their understanding of complex multi-system reconciliation and reporting was immense, and the elegant software they had created delivered a high degree of automation for this central industry challenge.”
The MakeGood team and the software it has created will accelerate Quantcast’s ability to provide more in-depth and user-friendly reporting on ad campaigns delivered by Quantcast Advertise to its advertiser and media agency clients.
Jeff Coon, CEO at MakeGood, comments: “We couldn’t be more thrilled to be joining Quantcast and to bring the advantages of the MakeGood software suite to the industry through Quantcast’s broadly adopted products.”
Feldman confirms: “We will continue to execute on our strategy of providing the most effective advertising and best understanding of digital audiences through our Advertise and Measure products. MakeGood will help us expand our capabilities and deliver exceptional advertising solutions that are easy to use to all of our customers.”
MakeGood is based in Seattle and was founded in 2009.
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.