• by Richard Whitman , Columnist, September 16, 2021

Ad tech company Quantcast has announced innovations to its Quantcast Platform, designed to help publishers, advertisers, and brands build their audiences with less reliance on third-party cookies which the industry is weaning from given stricter privacy regulations.

Quantcast revealed the innovations at its Fall Virtual Nova Event earlier this week.

Also new to the platform, Quantcast Connect, directly matches high-quality publisher inventory supply with marketer demand for ads through enhanced analytics and insights.

Those insights are developed in part by the Ara TopicMap program which uses AI to link contextual signals to consumer intent which the company asserts provides greater accuracy for reaching audiences now and going forward in the post-cookie world.

Ara TopicMap uses natural language processing and machine learning to analyze billions of data points to catalog and characterize topics and content on the internet. It develops insights based on the analysis of the consumer behavior driving the data. That’s designed to help brands, agencies, and publishers to quickly respond and adjust campaigns.

The Quantcast Platform now also provides cookieless conversion reporting, which the firm says gives advertisers the ability to measure and justify investments in cookieless environments and gives publishers the ability to quantify the growing portion of customers whose browsing is not supported by third-party cookies.

And if bleeding edge ad technology isn’t your top priority and you find any of the aforementioned material confusing, Quantcast has an academy for that. The recently announced Quantcast Academy is a free educational and certification program designed to help individuals and organizations understand the language, tools, and processes of the digital advertising ecosystem as well as gain expertise and certification on the Quantcast Platform.

The self-paced, online courses offer real-world examples from experts at Quantcast, dentsu, and MediaCom.