Quantcast: Cookies to People Translation

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Internet ratings provider Quantcast launched an audience measurement solution to offer users visibility into cookie-based traffic counts and "people-based" audience estiamates for Quantcast "quantified" web properties. Previously, buyers and sellers of online advertiser were forced to base their buys and sells on log-file counts and audience estimates by third party services. Under the new direct-measurement audience model, Quantcast aims to change all that by merging both cookie's and panel-based data.

"Quantcast is taking us out of the 'dark ages' of web audience measurement with its new approach," said Bill Bradford, Senior Vice President, Content Strategy, Fox Broadcasting Company. "The Quantcast model finally delivers a solution which fully exploits the direct measurement capability of digital distribution, in the context of people, which is essential for delivering enhanced value to our consumers and our advertising partners. In addition, we use this valuable consumer insight for developing strategic marketing initiatives for the company."
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