Quantcast & 4A's ink workshop agreement to spread programmatic understanding

Quantcast is mounting a media agency charm offensive on the US media agency landscape, announcing a tie-up with 4A’s at the trade body’s annual conference hosted in Miami, Florida.

The agreement was announced at the 4A’s Transformation Conference hosted today (March 22), and will see the big data outfit offer customized training to the trade body’s media agency members as part of its ongoing Real-Time Advertising (RTA) Academy program.

Quantcast claims the arrangement reflects the growing prominence of programmatic media buying on advertisers’ media plans, but argues that despite the rapid growth in the use of the technology, awareness of how the technology works is not as widespread necessarily, and will make the education in the use of its technology free to 4A’s members.

Bill Tucker, executive VP, media relations at the 4A’s, added: “Programmatic advertising is a hot topic, and there’s a real need for education. People who are hands-on doing programmatic every day know it well, but their colleagues in other disciplines may need a crash course to be able to talk the talk.”

Konrad Feldman, Quantcast’s CEO, says that with the programmatic media buying sector set to hit the $27bn mark next year, he hopes the extension of the RTA program will help advertisers better realize the opportunity.

“Together, we will educate marketers on this rapidly evolving digital landscape, helping them to understand how they can employ these new tools and services our industry has to offer,” he added.

Workshops will take place throughout the year through, beginning Q2, with those interested able to follow up here.

Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

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