Quantcast, a new site measurement firm that offers it data for free, hopes to help level the playing field for smaller online marketers by helping to bring them together with media buyers.
One of the problems for smaller Web sites, according to the company, has been their reliance upon ad networks that results in higher ad rates. One of the problems small companies have is they don't have a lot of reliable data that can be 
used by the media buyers. Quantcast wants to solve that problem. The big research firms don't really bother focusing on smaller companies.
They now offer data on 20 million Web sites and has won favor with media planners. They offer information in a searchable, free database.
"The fact that these guys have visibility on millions of sites is very helpful as we're examining targeting opportunities and long tail opportunities," said David Smith, CEO of integrated media agency mediasmith.
A value that the company is offering media buyers is to take the goals that the company has and offer a list of Web sites that offer the best and most appropriate to reach them.
The goal of Quantcast is to eventually provide specifically verified data on most sites out there.
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