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.