Quantcast Shifts Focus Of Audience Measurement From Users To Brands

MediaPost Publications, April 14, 2009 — At a time when the online advertising world seems to be shifting from an era of measuring content to one that tracks the audiences that consume it, Quantcast is making a play to shift the focus again — this time with a decidedly brand-centric approach. Instead of aggregating audience impression data based on content, media outlets, or the profiles of individual or groups of consumers, the online audience measurement firm has introduced a product that pools it based on a brand's or a marketer's unique profile.