Quantcast, which is best known for its audience measurement service, said the combination of Struq’s dynamic ad customization with its deep knowledge of consumers’ online behavior would drive more effective advertising for brands.
“We will now be able to offer clients the opportunity to reach customers throughout the entire marketing funnel -- from prospecting new potential clients to engaging those who are almost ready to buy,” stated Quantcast co-founder and CEO Konrad Feldman, in a blog post today.
Under the deal, Struq will become part of Quantcast Advertising, launched five years ago as a product allowing marketers to target campaigns to specific audiences in real-time. The two companies will combine offices in London, New York, San Francisco and Los Angeles, and Konrad wrote that integration of their businesses and clients is underway.
Quantcast’s business is built around the extensive traffic data it collects from Web sites and apps through its tracking pixels that publishers install on their digital properties. Beyond providing third-party measurement, the pixels also enable Quantcast’s ad business by allow the company to target ads based on users’ interests and browsing patterns.
While Quantcast’s platform is meant to help marketers attract new customers, Struq’s technology is geared to retargeting users who have shown an interest in a product but haven’t made a purchase yet. By showing people ads tailored to how close they are to making a purchase, the service seeks to deliver higher conversion rates for retailers and brands.
“Together, we will be able to offer marketers a comprehensive, efficient and incredibly effective platform to reach and influence customers throughout their paths to purchase,” stated Konrad.
Terms of the deal were not disclosed.