• by Tyler Loechner  @mp_tyler, June 4, 2015

Quantcast, an audience measurement and real-time advertising firm, on Thursday announced it has acquired Ad Performance, a Nordic digital ad platform for performance advertisers. Terms of the deal were not disclosed.

The acquisition allows Quantcast to expand into the Nordic market. Anders Uhlin, co-founder and CEO of Ad Performance, has been appointed managing director of the Nordic region, which includes Northern Europe and the North Atlantic.

In addition to entering the Nordic region via its Ad Performance acquisition -- which equips Quantcast with an office in Stockholm, Sweden -- Quantcast has expanded into another European area as well, albeit in a more traditional manner. The company has also announced the opening of an office in Milan, Italy, appointing Ilaria Zampori as general manager of Italy to lead the charge.

“The European digital advertising market was worth a record €30.7bn last year,” stated Phil Macauley, European managing director at Quantcast, citing an IAB Europe report. He noted that the Ad Performance acquisition and the opening of an Italian office bring Quantcast’s data and technology to these markets for the first time.