In a move that moves Quantcast close to the ad performance measurement came, the firm
purchased the ad trafficking, verification and effectiveness system of MakeGood Software.

The terms of the purchase have not been disclosed.

MakeGood was started by Jeff Coon four years ago, who had previously been sales director over at CarDomain.com. He and his small staff of three others will be joining Quantcast.

For its part, Quantcast is positioning the purchase as an effort to better push its clients toward an ability to sift through "big data," the marketing term that in the last quarter has become the must urgent concept to pursue.