• November 4, 2008

Web ratings startup Quantcast formally announced Tuesday that MTV Networks has signed on to use the company's online audience-tracking service.

With the move, MTV will now also become part of Quantcast's Qualified Publisher Progam, giving marketers and media buyers access to audience profiles for the network's properties including MTV.com, ComedyCentral.com and VH1.com.

The program, which lets Web publishers receive traffic and usage reports via tags placed in online content, spans more than 80,000 publishers including NBC Universal, CBS, Hachette-Filipacchi and Fox, and 10 million individual sites.

Quantcast's hybrid approach to Web measurement combines census-level data from a site with demographic input from a panel of 1.5 million Internet users. Unlike other ratings services, Quantcast can deliver demographic data on a daily--rather than a monthly--basis.--Mark Walsh