• by Ray Schultz , March 4, 2021

A new platform to help publishers and advertisers target audiences was unveiled on Wednesday by adtech company Quantcast.

The new tool, the Quantcast Platform, was introduced at Quantcast’s Virtual NOVA event, “Advertising in 2021 and Beyond.”  

Relying on Quantcast’s machine learning engine Ara, it draws on data from over 100 million online destinations to deliver audience insights, while observing privacy and consent requirements, the company says.  

The goal is to help content providers and advertisers thrive on the open internet, Quantcast claims.

“As champions of a free and open internet, we believe in leveling the playing field for brands, agencies and publishers and eliminating the advantages currently wielded by the walled gardens,” states Konrad Feldman, cofounder-CEO of Quantcast.

Ara works by creating predictive models that interpret live data to provide an understanding of audience behaviors. The platform can be augmented with first-party data from clients’ marketing systems.

Quantcast Platform is getting high marks from publishers and others that use it. 

“Through Quantcast insights, Forbes is driving real value and performance in new areas and influencing our clients’ overall media strategies, ultimately driving new revenue and deeper partnerships for Forbes,” states Alyson Williams, senior vice president, digital operations and Strategy at Forbes. 

Jason Crawford, vice president of display media at Dentsu Media, adds: “By leveraging Quantcast’s data and the platform’s advanced AI technology, we can effectively identify predictive audiences who are more likely to take the desired campaign action.’

Information firm Equifax Global Consumer Solutions uses Quantcast to optimize the data into “valuable audiences who buy our products,” states Joella Duncan, director of Media Strategy for Equifax.