Quantcast acquires ad personalisation specialists Struq

Real-time ad company Quantcast has announced that it has acquired Struq, a London-based “dynamic creative optimisation” and re-targeting company.

In a statement, Quantcast said the deal will allow it to leverage its knowledge of consumers’ online behaviour with Struq’s ability to personalise an ad based on perceived interests.

“With Struq, we saw an outstanding opportunity to create a company that could offer marketers the full spectrum of real-time ad solutions,” said Konrad Feldman, co-founder and CEO of Quantcast.

“Our industry is only getting more complex as the shift to digital accelerates and the number of devices per consumer explodes globally. We’re creating a company that directly answers marketers’ demands for a strategic partner to help them navigate these changes and better prepare for the future across the full digital ad mix.”

Struq believes that online advertising can be “revolutionised” through personalisation and by using Quantcast’s data about online user behaviour a “deeper understanding of users” can improve ad effectiveness for brands.

The terms of the deal were not disclosed. However, upon closing, Struq will become part of Quantcast and the two companies will combine their offices in London, New York, San Francisco and Los Angeles.

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