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Local Tech Wire

RESEARCH TRIANGLE PARK, N.C. – (Nasdaq: CSCO) is further expanding its footprint in the video business, leading a $27.5 million Series C investment round in startup

The California-based firm has developed proprietary technology for media campaigns.

Polaris Venture Partners co-lead the round. It was already an investor in Quantcast.

"Digital technology is transforming the way media and advertising is measured, personalized and delivered, from TV set-top boxes to the desktop PC and mobile phone," said Konrad Feldman, Quantcast’s co-founder and chief executive officer, in a statement.

"As we aim to power ubiquitous addressable media solutions for a networked digital future, we’re thrilled to be able to access Cisco’s deep expertise and global business presence,” he added.

Cisco continues to grow its interest in video delivery and content.

"The digitization of media content is causing wholesale changes to the business and experience of media and advertising," said Dan Scheinman, senior vice president and general manager of Cisco’s Media Solutions Group. "We believe an intelligent network is the best platform for delivering high-value experiences in the digital age and are always working to address the needs of our customers. Quantcast’s approach and technology for delivering high-value, targeted advertising aligns with the needs of Cisco’s customers, from service providers to media companies and ultimately consumers."

Quantcast clients include NBC Universal, Time Inc., Hulu, CBS, Fox News, ABC and Bloomberg.

Cisco employs more than 4,000 people at its campus in RTP. Its headquarters are located in California.