- Millward Brown Interactive has launched a new service that it claims will enable marketers to determine precisely who has been exposed to their online advertising and better calculate the reach and impact of their ad campaigns.
The Voyager Profile service is being backed by six companies - including AdForce, AdKnowledge, DoubleClick, E! Online, Engage Technologies, and J. Walter Thompson - who will trial the system with Millward Brown.
It is designed to provide advertisers with detailed information about the specific customers who have been exposed to the ads served by these companies.
It allows marketers to profile ad exposure information by more than 60 key variables, including age, income, location of web access, product consumption, and media usage. Voyager Profile works by linking the ads served with the detailed demographic, attitudinal, product, and other web-centric measures that Millward Brown captures from web users who are recruited for its online panel.
According to Alan White, director of interactive strategy at J. Walter Thompson: "What has kept many advertisers on the sidelines so far is the lack of accountability. How do you explain to a client that you're not sure whether or not their online communications reached the intended target? This changes that."