Home Ad Exchange News Quantcast Launches An Open Data Platform To Fuse Digital To TV And Offline Sales

Quantcast Launches An Open Data Platform To Fuse Digital To TV And Offline Sales

SHARE:

QuantQuantcast is tapping its deep ties to publishers by linking digital data signals to offline attributes like sales and TV viewership.

The company is rooted in direct audience measurement and embeds its tags across millions of publisher pages. By looking at this data anonymously in aggregate, Quantcast can supply advertisers and publishers with intel around cross-site visitation patterns.

On Thursday it launched a new data offering called Audience Grid, which opens access to about a dozen new partners like Oracle Datalogix, TiVo Research, IRI and Kantar Shopcom to ingest Quantcast’s tag-level data and vice versa, the goal being better digital-to-offline measurement.

“It includes onboarding, data management, data quality and targeting, but we wanted to make a service that was reliable to all of our participants,” said Konrad Feldman, co-founder and CEO of Quantcast. “You’re seeing in the ecosystem walled data gardens springing up, but data is so central to everyone’s business. It is a utility. It should be open.”

Such is the logic behind Audience Grid, which promises to help marketers and media companies escape from data silos.

With more marketers adopting data-management platforms, there’s more need to augment data for actual campaign use beyond satisfying proxies at the measurement and research level, said Frank Foster, SVP and GM of TiVo Research.

“The key is getting people past age and sex demos to outcome-based measurement,” Foster said. “It makes no difference if you’re Macy’s and you’re hitting your target of 25-54 if you’re not selling more coats or shoes.” 

TiVo Research, for instance, uses Quantcast’s Audience Grid to combine its television viewership data with Quantcast’s consumer data signals across a massive network of publisher properties. Thus, it might determine that a viewer of NBC’s “The Blacklist” might prefer reading Vox while those who like “The Good Wife” read The Wall Street Journal.

“The depth and ubiquity of Quantcast’s digital measurement offering was very interesting to us,” Foster said. “When you add in a very tight linkage and this one-to-one match of the television audience we offer to their digital data set, you get a great cross-platform view of an audience.”

Similarly, Wyatt Manor, VP of partner solutions at Kantar Shopcom, a division of WPP’s Kantar Retail, said Kantar’s partnership with Quantcast will help connect consumer purchases to media consumption.

“There are benefits to standardization, like we’ve seen with Nielsen and television and comScore with vCE, but there is need from advertisers to get more granular for planning purposes,” Manor said. “To understand measurement of sales lift, you may want more [nuances to] your segments, but in some cases you may need to take a subset of information and model it out more broadly to get the scale you need.”

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Feldman says Audience Grid fulfills that need, since it pools together specialized data sets such as shopper data from IRI with location-based data sets from PlaceIQ and NinthDecimal, and advertisers and publishers can pick and choose as they please.

Audience Grid partner data is available free of charge to customers of Quantcast’s measurement and reporting solution Quantcast Measure.

“You don’t need to sign an expensive upfront fee to get access to that data,” Feldman said. “In a world of programmatic advertising, making large, sample-based decisions doesn’t help you understand individual impressions.”

That’s not to say that Audience Grid is a data free-for-all, said TiVo’s Foster.

Although he said his company has fielded an increasing number of requests for data partnerships from digital companies, TiVo is very cognizant of how partners use data and implements restrictions around data linkages to ensure the data it does provide doesn’t put a partner in a position to create personally identifiable information.

“We also make sure the partner is in line with our mission,” he added, which is “to shed light on multiscreen advertising and to create a more robust connection between digital and TV.”

Must Read

Pacvue Enters The Next Chapter Of Retail Media With New CEO Rahul Choraria

Pacvue has promoted COO Rahul Choraria to chief executive.

Comic: What Else? (Google, Jedi Blue, Project Bernanke)

Project Cheat Sheet: A Rundown On All Of Google’s Secret Internal Projects, As Revealed By The DOJ

What do Hercule Poirot, Ben Bernanke, Star Wars and C.S. Lewis have in common? If you’re an ad tech nerd, you’ll know the answer immediately.

shopping cart

The Wonderful Brand Discusses Testing OOH And Online Snack Competition

Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Google filed a motion to exclude the testimony of any government witnesses who aren’t economists or antitrust experts during the upcoming ad tech antitrust trial starting on September 9.

Google Is Fighting To Keep Ad Tech Execs Off the Stand In Its Upcoming Antitrust Trial

Google doesn’t want AppNexus founder Brian O’Kelley – you know, the godfather of programmatic – to testify during its ad tech antitrust trial starting on September 9.

How HUMAN Uncovered A Scam Serving 2.5 Billion Ads Per Day To Piracy Sites

Publishers trafficking in pirated movies, TV shows and games sold programmatic ads alongside this stolen content, while using domain cloaking to obscure the “cashout sites” where the ads actually ran.

In 2019, Google moved to a first-price auction and also ceded its last look advantage in AdX, in part because it had to. Most exchanges had already moved to first price.

Thanks To The DOJ, We Now Know What Google Really Thought About Header Bidding

Starting last week and into this week, hundreds of court-filed documents have been unsealed in the lead-up to the Google ad tech antitrust trial – and it’s a bonanza.