Lead investor in Quantcast's $27.5 million Series C round
Cisco is the lead investor in a $27.5 million round by Quantcast, a maker of online audience measurement programs. Existing investor Polaris Venture Partners co-led Quantcast’s Series C round.
The new capital will be used to fund development and distribution of the Quantcast Media Program. Launched in June, the Quantcast Media Program is intended to provide online advertisers with a scalable media platform to measure, organize, buy and sell real-time audiences based on the characteristics of a marketer’s customer data.
Cisco sees a linkage with the Quantcast Media Program and its own content delivery systems, Eos entertainment operating system, and digital signage initiatives. Adding an intelligent advertising delivery platform to these would go a long way in building a business case for the Cisco products with service providers, content publishers and consumer electronics manufacturers – we’re sure to hear more about it at the CES conference in Las Vegas this week.
Quantcast says its products have been used by over two-thirds of the members of the Online Publisher’s Association, and by media companies such as NBC Universal, Time Inc., Hulu.com, CBS, Fox News, ABC and Bloomberg. The company also says more than 10 million web destinations participate in its audience measurement service and that hundreds of online marketers, including the top 10 online media agencies, use Quantcast to buy Web audiences.
Quantcast is based in San Francisco and New York, and was founded in 2006.
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