Real-time ad company Quantcast has acquired London-based Struq, adding the firms dynamic creative optimisation and retargeting abilities to its own platform.

Quantcast, an early pioneer of big data technologies, has a massive dataset on media consumption that, combined with Struqs knowledge, will provide insight and possibilities for marketers, creating a more accurate understanding of consumer intent beyond just search.

The combined company will be one of the first to offer marketers a single source for proven prospecting, retargeting and ad personalisation, with Quancast leveraging its deep knowledge of online consumer behaviour with Struqs ad personalisation technology to deliver enhanced relevance and effectiveness in its ads.

“Quantcasts focus on creating truly relevant advertising has fueled incredible business growth since we launched Quantcast Advertise just five years ago,” said Konrad Feldman, co-founder and CEO of Quantcast. “With Struq, we saw an outstanding opportunity to create a company that could offer marketers the full spectrum of real-time solutions.

“Our industry is only getting more complex as the shift to digital accelerates and the number of devices per consumer explodes globally. Were creating a company that directly answers marketers demands for a strategic partner to help them navigate these changes and better prepare for the future across the full digital ad mix.”

The terms of the deal have not been disclosed, although the companies have confirmed that they will be combining their offices in London, New York, San Francisco and Los Angeles. The combined London office will become the companys third Engineering Hub, alongside San Francisco and Singapore.