Partners to Benchmark Online Ad Effectiveness

In the US, Millward Brown-owned digital ad effectiveness specialist Dynamic Logic and online data collection firm Safecount have partnered to provide an overview of the brand impact of ads running on publishers' sites.

Information for the new 'Publisher Normative Data Share' program will be drawn from Dynamic Logic's MarketNorms database, which contains data from more than 4,750 online campaigns.

Dynamic Logic will supply a 'Publisher Norms Snapshot' to those clients for whom it has already conducted more than ten research studies, and who also use Safecount's Node online sampling technology.

'Naturally, when a publisher cooperates in our ad effectiveness studies, they want the option to see the results, regardless of who has commissioned the research,' explained Michelle Eule, MD of AdIndex Solutions at Dynamic Logic. 'To respect the proprietary restrictions on individual campaign results, we are instead sharing aggregated study results, which offers publishers an expanded view of campaign effectiveness on their site.'

Publisher Norms Snapshots are available on a bi-annual basis and reflect all the data collected on the publisher's site in aggregate, including not only the studies commissioned directly by the publishers, but also studies commissioned by agencies and advertisers.

New York-headquartered Dynamic Logic is a Millward Brown company, part of The Kantar Group, wtihin WPP.

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