Ad network TargetSpot announced a partnership with audience measurement company Quantcast, which will allow TargetSpot to more finely identify audience characteristics across its portfolio of streaming audio publishers. The agreement represents an important example of the Big Data movement in online audio, and the increasing expectation of targeted audience segments among advertisers.
This is not TargetSpot’s first working relationship with Quantcast, having leveraged its tools before. Today’s agreement represents a deeper integration of Quantcast’s measurement system. “With a great relationship already in place, Quantcast is a great partner who will help us continue to lead data driven targeting in the digital audio space,” said Leigh Newsome, co-CEO of TargetSpot
TargetSpot is part of the Radionomy Group, and has 85 distribution partners. TargetSpot offers audience segments based on location and psychographic information, and listening preferences. “We want to target more granular audience segments while increasing reach — no small task,” said Leigh Newsome.
Quantcast pioneered audience measurement in 2006, and is focused on enabling advertisers reach effectively targeted audiences. Quantcast processes 30 petabytes of data every day.