Dive Brief: 

• Quantcast's new data-reporting system — Audience Insights — is working to link Web and mobile behavior data for publishers. 
• The system takes a publisher's audience data — those that made in-app purchases for example — and delivers the Web sites those users are most likely to visit. 
• The biggest advantage could be for publishers to more easily target mobile users through cross-promotional opportunities. 

Dive Insight:

Campaigns that span across devices are sure to be lucrative business and Quantcast has just taken another step in that direction. Anything that can help decipher which users — and where — are most valuable will help publishers sell ads. Those elusive mobile users are hard to define and advertisers are hungry to find ways to track them down.