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Online Audience Measurement Firm Raises $27.5 Million

SAN FRANCISCO: Quantcast, the Bay Area provider of online audience analytics, has raised $27.5 million in Series C funding, PeHub reports. Cisco Systems joined Polaris Venture Partners to lead the round. Founders Fund and Revolution Ventures, both previous investors, also participated. The round brings Quancast’s funding to nearly $53 million.

The injection is intended to support adoption of the Quantcast Media Program, launched in June. The system is a scalable, addressable platform for real-time Web traffic measurement that can be customized according to market data, e.g. affluence, gender, age demographics, education, etc.

Quantcast metric systems are used by major media companies, including NBC Universal, Time Inc., Hulu.com, CBS, Fox News, ABC, Bloomberg and others. The company tracks more than 10 million Web sites.