Quantcast Makes It Easier To Advertise On Smaller Sites

A new online advertising service is claiming to facilitate marketers reaching the niche areas of the web as effectively as top sites. Quantcast, a start-up firm in San Francisco, has over the past twelve months quietly been building up an arsenal of data covering 100,000 demographic profiles of smaller sites.

by Angelique van Engelen

Quantcast says the service is aimed at brand advertisers that normally take a dislike to using Google AdSense because they believe they do not have enough control over targeting their audiences.

The company, which employs twelve people, has developed a product taking into account that brand managers want to plan, buy and execute campaigns on thousands of small sites and have convincing math to justify such action.

Quant’s technology allows marketers to create custom networks on the basis of data that is compiled into an in depth demographic profile, which is somewhat akin to Google's site targeting.

Online marketers are offered the product for planning campaigns only, but Quant is already working on a buying service that is going to be launched in the next few months. This is a direct response type service enabling brand advertisers to run campaigns across hundreds of sites.