• by Gavin O'Malley  @mp_gavin, March 10, 2010

To support international publishers and marketers, Web analytics firm Quantcast said Wednesday that it now delivers audience insights localized for every country worldwide.

"The rapid pace of change in the global media industry necessitates a new approach to audience measurement and enablement," said Konrad Feldman, co-founder and CEO of Quantcast.

Going up against virtually every Web measurement firm from comScore to Compete.com, Quantcast launched in 2006 as a straightforward audience measurement service. Then, last June, the San Francisco-based startup debuted a product for advertisers to better define and buy audiences online.

By incorporating impressions from any site on Quantcast's radar, the Quantcast Media Program began offering advertisers a scalable way to define target audiences via their own "data insights," and apply this custom segmentation throughout the buying process.

Taking customer interaction data from marketers' media campaigns, search activity and brand site visitation, Quantcast endeavors to help marketers determine the characteristics of distinct consumer segments.

Clients, both domestic and international, include MTV Networks, Bloomberg, The Economist, Reuters, IAC, BBC, Time Inc., NBC Universal, Discovery Communications, TypePad, WordPress, Dailymotion, Metacafe, Hi5, Netlog, Demand Media and LinkedIn.

Presently, Quantcast analyzes the user behavior of over 220 million US Internet users, and anonymously segments the users based on attributes that are relevant to advertisers.

Its technology supports integration for various content, video and ad-serving platforms, including Adobe Flash, Microsoft Silverlight, Brightcove, Freewheel, Auditude, LiveRail, Visible Measures, WebTrends, PointRoll, Atlas, and DoubleClick, among others.

To date, Quantcast has raised over $50 million from such high-wattage investors as Cisco Systems, Polaris Venture Partners, and The Founders Fund.