Quantcast Adds Quals, Acquires MakeGood
Online audience measurement firm Quantcast has acquired MakeGood, a software company focusing on reconciliation and reporting of digital ad campaigns.
Founded in 2009 and based in Seattle, the companies said, "MakeGood started out with a simple mission: build great software to process and report on the success of ad campaigns."
"The increasingly complex nature of real-time advertising means advertisers require better tools to properly understand and attribute ad campaign success and optimize their budgets," Quantcast chief Konrad Feldman said in a post announcing the deal.
"A significant portion of advertising technology development has focused on automation and optimization related to the delivery of individual impressions, but industry participants also face significant complexity in aggregating, organizing and reconciling campaign data to form a 'single view of truth' in order to make critical business decisions," he added.
Feldman said the impetus behind the deal began in 2013. Quantcast "surveyed the market" and determined it could utilize MakeGood's tools to integrate its audience targeting data with MakeGood's campaign management systems to create a more "user-friendly" system for reporting campaigns, delivered via Quantcast Advertise for its marketer and agency clients.
Recent Online Media Daily Articles
-
Yahoo To Buy Tumblr For $1.1 Billion May 19, 7:26 p.m.
The Yahoo board has agreed to acquire popular blogging site Tumblr for $1.1 billion in cash, ... -
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ...
Be the first to comment on "Quantcast Adds Quals, Acquires MakeGood"
Leave a Comment