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BizReport : Advertising : March 04, 2008
New tool to forecast online ad buys
A new tool that will enable agencies and advertisers to compare the cost of Internet buys to the market as a whole is to be launched.
The new tool, from media tracking firm SQAD, will allow television and radio benchmarking methods to be applied to online activity. WebCosts, as it will be called, will make available historical data to allow cost analysis to determine placement.
"This should bring some transparency and a reality check to the medium," said Neil Klar, president and CEO for SQAD, via MediaWeek. "The Internet is a very analytically intense medium, but most of the analytics are on the back end. We're providing an analytical database for the front end."
As per SQAD’s current television and radio reporting, WebCosts reports will provide website CPMs, ad sizes, time of day, creative format and other data.
Tags: cost analysis, cost forecasting, media tracking, online advertising, radio, SQAD, television
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