Filed under: Ad Exchange, Ad Network, Behavioural Targeting | Tags: Behavioural Targeting, Display Ads, Quantcast, Quantcast Media Program
In a test of the viability of small online-ad companies, Quantcast has launched a new online ad-targeting service that is being closely watched by advertisers and investors.
Quantcast, a high-profile San Francisco start-up, is one of dozens of young companies helping broker targeted display ads — which typically contain both text and images, and are aimed at audiences selected for such characteristics as age, income or even probable personality traits.
Some of these start-ups sell targeted ads directly on behalf of media companies and other Web publishers. Others — like Quantcast — provide data to help companies, such as General Electric‘s NBC Universal and Time-Warner‘s Time Inc., sell targeted ads on their own.
Investors have poured millions of dollars into the fledgling businesses, hoping to discover the next Google or Yahoo that could change the way ads are sold online.