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Web Development - Thursday, March 1, 2007

Web Analytics' Quantcast Funded

San Francisco-based Web analytics firm Quantcast has raised a round of venture capital from The Founders Fund and Revolution Ventures. We don't know the amount of the funding. The free service allows long-tail publishers to place a pixel on their site and then it delivers them demographic data on their readers.

Quantcast's algorithms estimate the gender, age and other demographic information, and provides charts of how a site compares with the average internet user. The company's "Mass Inference" algorithm then takes visitor information and combines it with panel data the company has collected from a million + internet user households to infer what the likely demographics are.

We have been using Quantcast here at the a:c and appreciate the look and feel, however, the results were way off due to comment spam and links on the a:c (curse you spammers). Consequently, Quantcast thinks our readers are here for porn and drugs.

The company competes at the high end with Comscore, however, in our experience, Comscore's panel-based business will not work with sites on the long tail. It more directly competes with iPro.

Due to Comment Spam on the a:c, Quantcast thinks our readership has a similar audience as Dutchboys.com

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