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Breaking the Google black box In addition to Microsoft, there is another player that is growing fast, Quantcast. This is now the Belize WhatsApp Number List 4 data processor in the world. After Google, Facebook and the defense of the United States. The giant started in 2006 as a partner for publishers in measuring and understanding visitor behavior: Quantcast Measure. This gives you as a publisher the opportunity to identify your users. And you can create audience segments to sell ad space with increased relevance to advertisers.

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From 2017, a cookie tool was added that was developed in collaboration with VIA (formerly IAB) and is fully GDPR-proof. These products form the basis for a lot of availability of live first-party data. Also read: your reach with Spotify Advertising: 8 tips AI capabilities Quantcast founder Konrad Feldman is one of the founders of the AI ​​that detects fraud in financial transactions. A solution that has now been adopted by just about the entire banking world. Now he has developed an AI to create first-party data profiles from search, surfing and buying behavior.

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Based on this customer profile, the AI ​​identifies the most relevant users for your campaign goals. Even if they have never been to your site. Ultimately, Quantcast focuses primarily on influencing and by definition uses a data-driven attribution model. This distinguishes it from Google, which still focuses a lot on direct interaction and directly chargeable attribution; last click model. Also known as direct purchasing. However, since 2020 they have been offering a Self Service platform for the Performance Product.

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