Quantcast’s $27.5 Million Series C Round: The “C” Stands for Cisco
It’s not the $50 million in third-round funding for which it was rumored to be looking, but the $27.5 million audience analytics firm Quantcast just managed to raise is impressive nonetheless. Led by Cisco, the round will be used to drive adoption of Quantcast’s Media Program, a comprehensive video audience measurement service designed to help clients like NBC Universal, Time Inc., Hulu.com, CBS (CBS) and ABC sell targeted ads on their own.
The involvement of Cisco (CSCO) in this round is particularly noteworthy in that it shows the networking giant’s interest in marrying its content delivery systems with tools designed to measure the impact of the content being delivered. As paidContent aptly notes, this is exactly the sort of integration that led Adobe (ADBE) to acquire Omniture (OMTR) for $1.8 billion last year. Seems we have the beginning of a trend here.