Internet ratings firm Quantcast has moved into a new business phase, hiring its first chief marketing officer and opening a New York office to reach out to publishers and advertisers.
Having spent the past 16 months since its launch developing the company's technology foundation, Quantcast is now eager to strengthen inroads with advertisers and publishers, according to its new CMO Adam Gerber.
"To date there really hasn't been any overt effort to market to the publishers or the agency landscape, and we're at the point now where we have a number of service enhancements planned in the next three to six months that will make us a relevant solution to both sides of the marketplace," Gerber told ClickZ News on Monday.
Those enhancements will take the form of planning tools that allow agencies and marketers to identify audiences based on demographics, psychographics and other factors. Further out are measurement systems for television set top box systems and mobile devices in what Gerber called "cross-platform solutions" based on Quantcast's measurement architecture. "Those services are not available today, but our architecture will allow us to provide audience measurements across platform over time."
Quantcast has set itself apart from other measurement firms by collecting information via a hybrid model of panel data combined with direct measurement, and its expanded marketing efforts come as the IAB continues to question audit data of ComScore and Nielsen/NetRatings. Both companies agreed to meet with the IAB and to submit to an audit, and Nielsen NetRatings took the extra step of agreeing to undergo Media Ratings Council accreditation.
At Quantcast, Gerber said he'll hire business development teams, eschewing an advertising campaign, to reach out to advertisers and publishers.
Advertisers and publishers, he said, are desperate for improved audience measurement solutions. "We're about listening to them and understanding what they want and need, and doing the same thing with agency planners and buyers, who are clearly looking for ways to evaluate media spend," he said.
Gerber was previously vice president for advertising products and strategy at online video company Brightcove, but as the company scaled back its focus on building an advertising and media network solution to target platform services, the switch to Quantcast was his best move.
"The one thing I know is going to happen over the next decade is the media space is going to be more data driven," Gerber said. "And one thing that I'm positive will be needed is much better audience measurement and delivery mechanics, and Quantcast is sitting right on the precipice of being able to deliver that."
This story has been updated to correct Quantcast's planned timeline for measuring set top box systems and mobile devices.
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March 19, 2014