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BizReport : Advertising : September 26, 2007
New metrix shows where ads are viewed online
A new measurement application from comScore promises to tell advertisers where and how some ads are viewed online. The Ad Metrix Publisher is said to tell marketers where display ads are viewed and give a profile of the users who view the ads.
The metric will give reports on static display ads as well as rich media/interactive ads. It reports ad impressions and reach, who is reached by the ads and how impressions and share trends change over the life of a campaign.
“comScore Ad Metrix Publisher, the inaugural service from our Ad Metrix product suite, is the first online advertising measurement service to accurately account for the number of ads displayed and tie those views to actual Web users,” said Alistair Sutcliffe, vice president of comScore Advertising Solutions. “Understanding the reach, frequency and audience composition for an online advertising plan is vital information for any media planner. Ad Metrix provides the tools for optimizing the placement of online ad dollars, thereby fulfilling the promise of the Internet to deliver greater media accountability.”
comScore gave this example: a credit card company which wants to target a younger audience from a sports site can look at the data for the sport site to determine what ads from past campaigns garnered the attention of users. By seeing how ads performed and which campaigns showed better ROI, advertisers will have a better idea of how to approach a new campaign from it's inception.
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