Quantcast, a US-based real-time advertising company backed by networking equipment provider Cisco Systems’ corporate venturing unit, has acquired US-based peer Struq for an undisclosed amount.
Struq’s backers include publisher Reed Elsevier, while media-focused merchant bank Allen & Company is an investor in both companies.
Quantcast aims to use its knowledge of consumers’ online behaviour with Struq’s advertising personalisation technology. Upon closing, Struq will become part of Quantcast Advertise, and the two companies will combine their offices in London, New York, San Francisco and Los Angeles.
Quantcast is backed by venture capital firms Founders Fund, Revolution Ventures and Polaris Venture Partners, as well as Cisco and Allen & Company.
Quantcast closed its series C round, co-led by Cisco as a new investor, in January 2010 at $27.5m, and its series B round in January 2008 at $20m.
In April 2012, Reed Elsevier Ventures, Allen & Co and venture firm Pentech Ventures invested $8.5m in Struq.