Case Study: BuzzFeed achieves faster audience insights and deeper advertiser partnerships with Quantcast Measure

BuzzFeed wins with advertisers

BuzzFeed, a leading digital media company known for shareable content, journalism and branded video/native advertising, faced a shifting ad market where audiences fragment and advertisers demand granular insights that cut across traditional demographics. Providing data on purchasing preferences, viewing habits and post-level audiences was time-consuming and slowed pre‑sales and RFP responses.

By adopting Quantcast Measure — including Audience Builder and Content Segments with labels — BuzzFeed can now produce highly specific audience reports (down from days to about three minutes), speed RFP responses (saving roughly a day per week), and prove that individual pieces of content reach target consumers. The result: deeper advertiser partnerships, larger and more repeatable deals, and more efficient, data-driven ad sales.

BuzzFeed

Darris Lee

Head of Data Analytics