Quantcast Acquires Startup MakeGood To Improve Ad Data Aggregation

Online measurement and ad targeting company Quantcast has acquired MakeGood (also known as MakeGood Software), a Seattle-based ad tech startup founded in 2009. Quantcast CEO Konrad Feldman said the company spent the last year looking for ways to improve the tools it offers for reconciliation, i.e., combining its own data with that from the customer's system to get the big picture on an ad campaign's effectiveness. In a blog post announcing the acquisition, he writes that one of the industry's big challenges is "aggregating, organizing, and reconciling campaign data to form a 'single view of truth' in order to make critical decisions."

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