MTV Networks says it will offer demographic- and life style-targeted online video audiences to advertisers, reaching 84 million unique users on MTV.com, Spike.com and other sites on the Tribes ad network. MTVN says it will leverage its partnership with Quantcast, a Web analytics firm it's been working with since 2008.
"In the past, audience targeting like this predominately sat with portals and ad networks," said Kevin Arrix, EVP of digital ad sales for MTV Networks. "This allows us to mine our audience across the entire portfolio. This continues to make us more multidimensional."
San Francisco-based Quantcast has been around since 2006, but this deal with MTVN is its first major jump into the online video advertising pond.
Former Yahoo! exec Todd Teresi, Quantcast's CRO, said "This partnership showcases the next wave of digital marketing expansion: the marriage of high quality content with robust audience segmentation and addressability enabling MTVN to lead the marketplace with compelling new solutions for their advertisers. At Quantcast, we are focused on delivering audience-based marketing solutions that deliver superior value to advertisers and publishers by connecting audience measurement to planning, buying, delivery and reporting in one seamless, data-enabled transaction. This closes the loop for publishers and advertisers on delivering relevant marketing messages to the right audiences."
Quantcast measures and organizes audiences in real-time. The company says its tech is used by the top 10 media agencies, the world's largest brands and more than half of the top advertising supported publishers. Quantcast is backed by Polaris Venture Partners, Founders Fund, Revolution Ventures and Cisco Systems.
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