Marketing Technology Company Avenue Right Delivers Online Audiences Insights Using Quantcast

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To help media buyers find, segment, and evaluate their target audience, Avenue Right has integrated online audience service Quantcast®. This effort allows users of Avenue Right’s web-based media buying software to view and compare expanded audience information for online media properties, side by side with offline media, using a consistent measurement across media channels.

Avenue Right Media Buying Software

With both technologies delivered via the internet, the offering reflects the need for real-time, actionable information for evaluating and placing advertising.

Marketing technology company Avenue Right has integrated online audience service Quantcast to help media buyers evaluate and compare online display advertising opportunities alongside their traditional media, such as radio, TV, and print.

Avenue Right provides a channel-neutral platform that streamlines the media buying process for small to mid-size advertising agencies. The web-based software provides full functionality for planning, scheduling, buying, and measuring both online and offline media—radio, broadcast and cable TV, print, online, from one central location.

Quantcast’s real-time, direct measurement of web traffic and audiences for websites that have been “Quantified” gives media buyers better insight into audience-based activity on properties during the strategy, planning, and buying process. The integration will allow media buyers using Avenue Right’s web-based software to view and compare audience information for online media properties side by side with offline media (local radio, broadcast & cable TV, newspaper, magazines) using a consistent measurement across media channels.

An industry standard for online audience measurement, Quantcast provides real-time audience measurement and demographic data for over 25 million online media destinations. The solution is free and, when website owners Get Quantified, they receive directly measured site traffic and detailed audience insights around demographics, affinities, geolocation and business usage. Quantcast is currently used by all 10 of the top 10 media agencies.

Among other efficiency gains, Avenue Right’s technology introduces a standardized electronic RFP process for multiple media types designed to simplify the process of gathering information, negotiating media schedules, and ultimately confirming and analyzing the buy. Tools such as the schedule builder, electronic negotiation, campaign dashboards, and customized reporting allow media buyers to make actionable the information collected in the planning process. Users searching the media outlet database for online advertising opportunities will be able to view Quantcast’s audience information in an integrated window within the Avenue Right platform.

During the RFP process, if a media buyer would like to include an online media property in their consideration set but the site lacks third-party validated audience information, the media buyer can request that the site be “Quantified.”

With both technologies delivered via the internet, the offering reflects the need for real-time, actionable information for evaluating and placing advertising; better audience data through, real-time direct measurement rather than historical, panel-based survey methodologies; and a standard approach to information collection and management in the advertising industry to help streamline business processes for both media buyers and media sellers.

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Jessie Johnson
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