AI-driven direct audience insights and measurement platform Quantcast has announced a new partnership with applied analytics and AI firm Quantium, which will see the companies bridge the gap between online and offline data.
This partnership is a first for Quantcast in Australia as the company invests in developing partnerships to help brands grow in an AI-era.
By combining the power of Quantium’s purchase data and analytics with the power of Quantcast’s AI-driven audience platform, brands will now be able to bridge the gap between online and offline.
Quantium’s QSegments, built from broad-scale transaction data sourced from de-identified customer shopping records, paired with Quantcast’s real-time audience insights platform and AI, provides new opportunities for offline advertisers.
The capability will give advertisers and agencies the ability to see what types of purchasing behaviours their target audiences have both online and offline, and use this data to inform their audience planning to drive a more impactful marketing strategy.
Andrew Double, managing director for Australia and New Zealand and Quantcast, said: “The partnership with Quantium delivers on advertiser demands for access to the best transaction data and enables them to reach their existing and potential audiences at scale.
“This partnership will enable advertisers to marry powerful Quantium in-store purchase data with the Quantcast real-time audience insights platform enabling brands to see the patterns in online consumer behaviour.”
Quantium CEO Adam Driussi said: “This agreement builds on our growing list of media activation partners, allowing marketers to access the power of Quantium’s ‘buyergraphic’ QSegments to increase digital advertising performance in a real-time programmatic environment.
“We chose to partner with Quantcast in this space because of their ability to deliver very large audiences using their real-time audience insights across the web.”
Quantcast and Quantium launched the beta tests in October, with the country-wide launch scheduled for February 2018.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.