In our conversations with prospective customers, one question that we are often asked is, “How is the Quantcast Platform different from other ad tech solutions on the market?” or “Is this a DSP?” While there are several ad tech tools that can be used to purchase and manage online ads, we offer a much more easy-to-use, integrated, and efficient solution for brands, advertisers, and publishers to reach audiences in an entirely new way. Let’s dive into the details.
The Quantcast Platform is a new and modern intelligent audience platform that is an AI-driven integrated approach for audience planning, campaign activation, and campaign measurement. The platform, powered by Ara®, our AI and machine learning engine, delivers in-depth and actionable audience and campaign insights, and maximizes outcomes in an easy and intuitive platform. The Quantcast Platform helps both the demand side (brands and agencies) reach their audiences and the supply side (publishers) understand their audiences and better monetize inventory.
So, “no, this isn’t a DSP” because it does so much more, including:
- Utilizes unique, real-time data. Today, Quantcast Measure, our publisher-side audience intelligence solution, is also used by our advertiser partners, providing them with rich, unique, and granular data from over 100M+ web and mobile destinations. Unlike stale third-party data loosely classified into packaged segments, the Quantcast Measure live data set provides you with a real-time view of evolving online consumer behavior, so that you can deliver perfectly timed, uniquely relevant advertising.
With our intuitive audience intelligence capability, marketers and publishers can create and analyze audiences with unprecedented speed and simplicity. By simply logging into the platform and selecting their audiences, marketers and publishers will gain access to rich insights into their customers and desired audiences—demographics, interests, purchasing habits, and more. Quantcast’s unique data and advanced machine learning algorithms give advertisers unique, in-depth audience insights on browsing interests, characteristics, and attitudinal behavior.
See this example below, when comparing various game consoles.
- Fully unified planning, activation, and measurement capabilities. With its transformative user interface, the Quantcast Platform is easy to use and provides intuitive and interactive insights that brands, agencies, and publishers can utilize to drive innovation and deliver measurable outcomes. Our customers typically spend 10x less time on administrative tasks using the Quantcast Platform versus other ad platforms.
- Machine learning that turns data into audience insights and intelligence. Ara, our AI and machine learning engine, powers our unique capabilities by making sense of massive data feeding into the platform. Since the data is constantly changing and real-time, Ara is able to react to ever-changing consumer behavior, understand consumer interest, and infer consumer intent. To achieve that kind of intelligence and sophistication, Ara uses advanced machine learning algorithms to build custom predictive models for each campaign. In addition, we take this one step further with Ara TopicMap, which makes sense of the messy internet by analyzing content using natural language processing, and categorizing it by using machine learning to build a multi-dimensional topic map of the internet. Ara TopicMap brings scale and accuracy to interest-based audience planning and activation within the Quantcast Platform.
- Outcome-focused platform delivers performance at scale. The Quantcast Platform focuses on outcomes. You can specify campaign goals and KPIs and be confident that the platform will deliver those outcomes without manual optimizations. Ara analyzes real-time audience behaviors as well as live campaign performance, factors in campaign objectives, and autonomously tunes 10,000 variables every minute to optimally bid on each impression.
- Access to audience and campaign insights in mere seconds, not hours. Ara uses custom-built data analytics technology that turns data into an insights playground. It queries a database of over a trillion online signals in under 100 milliseconds to provide interactive and real-time insights in the platform’s Audience Planner, Report Builder, and Insights Lab. Instead of manually pulling and combining multiple canned reports and identifying insights, you can spend your time on more strategic work, such as experimenting on campaigns and developing smarter media strategies.
We have brought together our technology leadership in measurement and audience insights, as well as programmatic advertising, privacy, and consent management, into a unified, innovative intelligent audience platform. Our integrated approach is uniquely different from DSPs, which provide limited and siloed solutions for publishers, advertisers, and brands, creating complexity and friction.
Our platform makes campaign planning, setup, and execution effortless and simple, while providing campaign optimization and actionable insights with powerful AI and machine learning. We partner closely with our clients and continue to innovate to ensure our platform is meeting their current and future needs.
Be sure to watch our upcoming webinar, Making Sense of the Open Internet, November 17, 2021 at 9am PDT / 12 pm EDT, for a walk-through of how Ara TopicMap makes sense of the messy open internet.