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JUL 19, 2013 - Business Insider

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Quantcast Has Declared War On 'Retargeting' Inside Facebook (FB)

Quantcast, the company best known for its web traffic measurement business, has struck a deal to start serving ads inside Facebook — and CEO Konrad Feldman believes he's going to be a lot better at it than his competitors. His secret formula is counterintuitive: He's going to pay more than his competitors for ads (in many cases); and he's going to do less "retargeting" than they do. That's the reverse proposition of many Facebook media buyers, who offer clients the cheapest possible ad impressions, often based on retargeting users who have been shopping elsewhere before they arrived on ... Read More

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