comScore Tells You Who Is Looking At Ads
comScore Inc. this week announced the introduction of the comScore Ad Metrix Publisher. The Ad Metrix Publisher is a service that tracks where display ads are being seen by actual viewers and the specifics about those people who are exposed to the ads. Publisher covers all kinds of display advertising which includes rich media/interactive and static ads.
According to Alistair Sutcliffe, comScore’s vice president of advertising solutions, Ad Metrix gives advertisers “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.”
Sutcliffe continued, “Media planners want to feel confident that they’re reaching their target market when they spend their online ad dollars, and Ad Metrix Publisher enables them to do so.”
The Ad Metrix Publisher records ad impressions and reach for sites with display advertising, who is reached with these impressions via reach/frequency and GRP reporting for individual sites and how impression and share trends change over time. A full release is posted on the company web site.
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