Ad personalisation and retargeting specialist Struq has been snapped up by Quantcast for an undisclosed fee.
The offering of US-based Quantcast is widely associated with audience measurement technology, but the company also boasts an ad service for targeting specific users in real time. Aptly titled Quantcast Advertising, the product will now link-up with Struq’s dynamic ad customisation tech for boosting the effectiveness of personalised campaigns.
Sam Barnett, founder and CEO of Struq – pictured above and to the right of Quantcast CEO and co-founder Konrad Feldman – backed the partnership to drive greater relevancy for consumers as well as more efficient spend for Quantcast advertisers.
In a statement from Quantcast, it was announced that Struq will be absorbed by the company in order to create a “single source” for prospecting, retargeting and personalisation efforts.
Comments from the Silicon Valley firm state a clear plan of action, involving a combination of the Quantcast’s “deep knowledge” in online behaviour and Struq’s ability to tailor ads for people who may have already been in contact with a brand. Indeed, Quantcast has positioned itself as a key player in web analytics by utilising techniques such as machine learning to help advertisers capture new customers.
At the other side of the deal is Struq, which is more familiar with the role of engaging with customers who have already shown signs they are ready to buy.
Barnett also spoke to confirm what the deal would mean for the company he founded in 2008.
“Combining Quantcast’s unrivalled data about online user behaviour with our ad personalisation technology will lead to a deeper understanding of users and enable us to more effectively personalise an ad to them,” he said.
Feldman added that gaining the expertise of companies like Struq would allow his firm to present a more well-rounded solution to its advertiser and media agency clients.
Despite only launching its core audience measurement business in 2006, Quantcast has grown to serve the real-time ad requirements of over 1,000 brands and has been clear on its intentions to continually improve business in this area.
Feldman added: “Our industry is only getting more complex as the shift to digital accelerates and the number of devices per consumer explodes globally.
“We’re creating a company that directly answers marketers’ demands for a strategic partner to help them navigate these changes and better prepare for the future across the full digital ad mix.”
Integration of Quantcast Advertising and Struq is said to be already underway although some of the more specific terms of the deal have not been released.