Quantcast aims to make advertising more relevant
In 2015, Quantcast CEO Konrad Feldman explained his purpose in starting up the company in 2006: "to manufacture data to make advertising more relevant for consumers". By 2015, as display advertising on the web was beginning to use the targeting techniques previously preserved for search advertising, the company was evaluating 2.5 million transactions a second and processing 30PB of data per day - a year's worth of data for the CERN hadron collider. The company both sells ad inventory to advertisers and works with publishers to target their ads based on analysing internet users' interests and browsing habits.
tags: Quantcast, analytics, big data, advertising, targeting
Writer: Pamela Newenham
Publication: Irish Times