NEWS6 January 2010

Quantcast secures $27m investment to support Media Program

Data analytics Financials North America

US— Web measurement firm Quantcast has bagged a $27.5m investment to back a new year push for its Media Program – a platform to allow marketers and website owners to buy and sell access to online audiences.

The Media Program was first launched in June last year as an extension of the company’s work in online audience research, mixing site visitor stats and audience profile data to help marketers reach their most valuable customer prospects as defined by the marketer’s own customer interaction data.

Quantcast says the funds raised will support “rapid adoption” of the Media Program. Existing company investors Polaris Venture Partners and Founders Fund took part in the financing, with Polaris co-leading the round alongside network technology company Cisco.

Dan Scheinman, general manager of Cisco’s Media Solutions Group, said: “Quantcast’s approach and technology for delivering high-value, targeted advertising aligns with the needs of Cisco’s customers, from service providers to media companies and ultimately consumers.”

Quantcast co-founder and CEO Konrad Feldman (pictured) added: “As we aim to power ubiquitous addressable media solutions for a networked digital future, we’re thrilled to be able to access Cisco’s deep expertise and global business presence.”

To date, Quantcast has secured $52.5m in financing. After an initial $5m investment, it raised $20m in January 2008. Talk of a third financing round emerged last summer, with reports at the time suggesting the firm was looking for $50m in funding, however the company declined to comment on the speculation.