Tag: Quantcast

Singapore – Global adtech firm Quantcast has launched additional modules for its free global educational program, Quantcast Academy. These additional courses will provide marketers with an understanding of ongoing developments in data privacy, identity, and the deprecation of third-party cookies.

Quantcast Academy, which was launched in September 2021, provides an array of online learning modules and a full certification program to help understand the language, tools, and processes of the digital advertising ecosystem, including concepts such as how artificial intelligence works and its increasingly integral role in marketing strategy. It is part of a larger effort by Quantcast to nurture and train a new generation of talent for the advertising ecosystem, preparing young professionals for an increasingly digital-first world.

‘The Digital Advertising: Privacy and Identity’ module will help marketers understand the foundations of the privacy and identity landscape, from industry standards to cookieless environments, while ‘The Quantcast Platform: Future-Proofing the Platform’ module will explain how Quantcast is adapting to the evolving privacy and identity environment with new cookieless capabilities.

Quantcast Academy will be offering certifications in both digital advertising and the Quantcast Platform, which is built on a foundation of privacy and can be used to plan, activate, and measure advertising campaigns in cookieless environments today. 

Andrew Double, Quantcast’s managing director for APAC, shared that as the media industry continues to evolve, developments within complex topics such as data privacy and identity may be challenging to keep up with.

“The new privacy modules in the Quantcast Academy aim to simplify these important elements within digital advertising, and help marketers better prepare for the future,” said Double.

Quantcast said that beyond well-known data privacy legislation, like the General Data Protection Regulation (GDPR), there has been a steep increase in the introduction of data privacy laws in recent years which has prompted brands, agencies, and publishers to adjust their marketing and advertising strategies.

Singapore – Quantcast, global adtech company, has announced that its cookieless solution for the Quantcast Platform is now available in Southeast Asia. The company will now be able to assist marketers in the region in finding new audiences in cookieless environments, including Safari and Firefox.

The new cookieless solution was formally launched last September. The solution allows for cookieless activation with just one click and leverages multiple signals for a holistic view of the open internet. Ara™, Quantcast’s unique AI and machine learning engine, makes sense of complex multiple signal sets to understand behavioral patterns, which allows marketers to find, activate and measure audiences without third-party cookies.

Andrew Double, Quantcast’s managing director for APAC, believes that now is the time to begin testing and activating on cookieless environments ahead of cookies deprecation in 2023.

“We have enabled cookieless capabilities to allow customers around the world to reach, influence, and acquire new audiences on cookieless inventory and go beyond the competition for limited cookie-based impressions and inventory,” said Double.

In the first half of the year, Google, which has been eyeing cookie deprecation for 2021, has delayed such for another year. Similarly, tech giant Apple has also tightened its privacy features with an update that’s been designed to conceal a user’s identity amid browsing in Safari.

Singapore – Global advertising platform Quantcast has announced latest innovations to their Quantcast Platform, centered on an artificial intelligence approach to venturing into a cookieless business strategy, including their latest feature ‘Ara™ TopicMap’ which uses AI to link contextual signals to consumer intent and provides greater accuracy for reaching audiences today and in a future, post-cookie world. 

Said innovations were released during Quantcast’s recently concluded ‘Virtual NOVA Event’.

The company’s cookieless solutions for a post-cookie future include the option to activate, find, and measure audiences without third-party cookies, all with a single click within the Quantcast Platform. The seamless ability to explore cookieless activation and measurement is available to customers today and is part of Quantcast’s promise to prioritize finding a long-term alternative for third-party cookies, regardless of Google’s time extension.

For Konrad Feldman, co-founder and CEO of Quantcast, the company remains focused on developing sustainable solutions to the essential functions of audience and advertising planning, activation, and measurement, independent of third-party cookies.

“We’re committed to being a partner that can help navigate complexity, ambiguity, and even the unexpected, which is why we have made significant investments in using contextual analysis and machine learning to create alternative approaches that are available today and don’t rely on third-party cookies,” Feldman said.

A key feature of Quantcast’s cookieless solutions in the Quantcast Platform is cookieless conversion reporting, which gives advertisers the ability to measure and justify investments in cookieless environments and gives publishers the ability to quantify the large and growing portion of customers whose browsing is not supported by third-party cookies today.

In addition, their contextual platform Ara TopicMap generates real-time insights into ever-changing consumer behavior, which enables brands, agencies, and publishers to quickly respond and adjust campaigns on the Quantcast Platform. As a result, publishers generate more advertising revenue, brands and agencies see better campaign results, and consumers enjoy a more relevant online experience.

California, USA – Evident in its constant commitment to move the ad tech industry to a privacy-first approach, global adtech company Quantcast has recently appointed Min-Jae Lee as its new chief privacy officer. She will be responsible for driving Quantcast’s privacy-first approach and helping brands and publishers manage consumer consent.

Formerly from software company The Trade Desk, Lee served as lead privacy counsel and oversaw the company’s global privacy program. During her time at the company, she navigated and addressed the challenges of GDPR, CCPA and the industry’s major privacy developments. Prior to The Trade Desk, Lee has also spent time at technology and media companies including Spotify and Adobe.

In addition, as a participant in the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB), Lee is also involved with evaluating proposed policies for the industry. 

Speaking about her appointment, she said, “Privacy is a socially-driven reflection of society, and we’re in a very interesting time in the evolution of digital advertising, where decisions around privacy are paramount. I chose to join Quantcast because it is leading the market in privacy-driven products through innovative technology, and is a leading force in helping the industry adapt to future changes. 

She added, “I look forward to applying my knowledge to help drive Quantcast’s privacy-first approach to a smooth transition for its customers in the era of advertising without third-party cookies.”

Meanwhile, Konrad Feldman, CEO at Quantcast, commented, “Consumer trust is at the core of our business, and adding a privacy veteran with Min-Jae’s level of expertise to our team reflects our focus and commitment. Min-Jae shares our values of championing the free and open internet with a privacy-first approach and her global perspective will help us continue to lead the market and help our clients to confidently meet the requirements of existing and emerging privacy standards around the world.”

Lee joins the new slew of Quantcast appointees namely Valerie Junger, chief people officer; Ingrid Burton, chief marketing officer; and Ileana Falticeni, general counsel. 

“We have seen extensive privacy reforms within Europe and North America and, more recently, in some parts of APAC. I fully expect this trend to continue in APAC and with our privacy-first approach and Min-Jae’s experience, Quantcast is well-positioned to help consumers, publishers and brands. I am delighted that Min-Jae Lee has joined the Quantcast team,” said Andrew Double, managing director for APAC at Quantcast.