London, 17 July 2012 – Quantcast, an audience measurement and targeting provider for advertisers and publishers, today announced its partnership with Guardian News & Media. The agreement sees Quantcast power audience targeting across the publisher’s sites, bringing greater scale and precision to brand campaigns for advertisers. By leveraging Quantcast’s technology, Guardian News & Media is able to match their audience to the exact consumers an advertiser wants to reach with impression-level targeting. The company is the first major publisher in the United Kingdom to leverage Quantcast Brand Lookalike targeting.

Tim Gentry, Revenue Director at Guardian News & Media, says, “Building brands effectively has always been about communicating with the right people in the right context, so we’re delighted to be partnering with Quantcast to help us deliver precision targeting of our progressive audience to advertisers.”

Quantcast Brand Lookalikes identify the unique characteristics of an advertiser’s target audience through predictive modeling in order to find other consumers across the web that most closely match these profiles. Through using this product, brands can effectively reach the people ‘most like’ their best customers and publishers can combine their premium content with audience targeting to better match their inventory to an advertiser’s audience.

The Internet accounts for 26% of total media consumption time , and Quantcast technology enables publishers to make effective use of this by better matching their inventory to an advertiser’s brand objectives. As a member of the EDAA, provider of the Ad Choices Icon and industry leader in driving consumer notice and choice, Quantcast provides a privacy-forward advertising solution for publishers, advertisers and consumers.

About Guardian News & Media

Guardian News & Media (GNM) publishes, one of the world’s leading news websites, as well as and the Guardian and Observer newspapers. was recently named ‘Website of the year’ at the 2012 Online Media Awards. The Guardian was also named Newspaper of the Year at the British Press Awards in 2011 and Medium of the Year 2011 by Campaign magazine.