Quantcast has acquired London-based Struq, a business
specialising in dynamic creative optimization (DCO) and retargeting.The combined company will be the first to
offer marketers a single source for proven prospecting, retargeting and ad
personalization, leveraging deep knowledge of consumers’ online behavior with
Struq’s ability to personalize an ad to deliver unrivaled relevance for
consumers and the most effective advertising for brands.
“Quantcast’s focus on creating truly relevant
advertising has fueled incredible business growth since we launched Quantcast
Advertise just five years ago. With Struq, we saw an outstanding opportunity to
create a company that could offer marketers the full spectrum of real-time ad
solutions,” said Konrad Feldman, co-founder and CEO of Quantcast.
“Our industry is only getting more complex as the shift to digital
accelerates and the number of devices per consumer explodes globally. We’re
creating a company that directly answers marketers’ demands for a strategic
partner to help them navigate these changes and better prepare for the future
across the full digital ad mix.”
“Struq’s mission is to revolutionize advertising
through personalization.Combining
Quantcast’s unrivaled data about online user behavior with our ad
personalization technology will lead to a deeper understanding of users and
enable us to more effectively personalize an ad to them. This will drive
greater relevancy for every consumer and more efficient media spend for
marketers,” said Sam Barnett, founder and CEO of Struq.
As an early Big Data pioneer, Quantcast has developed a
massive dataset on media consumption that, combined with Struq’s deep data
about consumer behavior, provides insight and possibilities few can match –
creating the most accurate understanding of consumer intent outside of search.
Quantcast has pioneered the application of big-data and machine learning to
help advertisers influence and capture new customers online and on mobile
devices. Struq works at the other end of the purchasing spectrum, by helping
marketers engage and convert customers who have shown an interest in a product,
but who haven’t yet made a purchase. For example, Struq is able to continuously
assess where each consumer is in the conversion funnel and, through DCO,
programmatic targeting and ad personalization, re-engage them with unique
creative, products, and messages that help turn that interest into a completed
purchase.
Terms of the deal were not disclosed. Upon closing, Struq
will become part of Quantcast Advertise and the two companies will combine
their offices in London, New York, San Francisco and Los Angeles. London will
also become the company’s third Engineering Hub alongside San Francisco and
Singapore.
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