NEWS9 January 2013

Quantcast looks to MakeGood to bolster reporting suite

M&A North America

US — Web measurement firm Quantcast has bought MakeGood, a software company that has developed a system to automate the reconciliation and reporting of digital ad campaign performance data.

MakeGood founder and CEO Jeff Coon wrote in a blog post that the company would “assist Quantcast with more deeply integrating with its clients’ reporting systems, delivering more accurate reporting on ad campaign delivery and empowering more advertisers to measure their campaign success”.

Quantcast boss Konrad Feldman (pictured) said the search began last year for a tool the company could use to “enhance our integration of campaign-related data and our associated reporting suite”.

Advertisers, he said, “face significant complexity in aggregating, organising and reconciling campaign data to form a ‘single view of truth’ in order to make critical business decisions”.

“We were very impressed by what the team at MakeGood had created,” explained Feldman. “Their understanding of complex multi-system reconciliation and reporting was immense, and the elegant software they had created delivered a high degree of automation for this central industry challenge.”

Coon and his colleagues, software developers Sean Kelly and Steve Sadowski, are relocating from Seattle to San Francisco to join the Quantcast team.