Interpret Rolls Out Ad Tagging Tool

US media and technology research firm Interpret has launched a new digital ad testing tool, which uses ad tagging technology to track ad exposure among members of consumer panels worldwide.

Interpret was founded in 2006 by three former Nielsen Entertainment execs and helps clients plan, test and measure content on new media platforms.

Its newly launched 'InTime' tool is able to match each panellist to specific ad exposure, and then use surveys to understand the impact of each ad unit or campaign on brand awareness, interest and sentiment.

Vice President Dino Mytides says that as this approach does not rely on 'pop ups' that interrupt the browsing experience, surveys can be longer and provide more useful analysis. He adds that it can also be used to inform cross-media analysis of multimedia campaigns.

'This methodology alleviates the many constraints of traditional web intercept research which, although used for more than a decade, is highly criticized by both media buyers and sellers,' states Mytides. 'Our clients have become exceedingly frustrated by low response rates, unreliable data and the intrusive user experience, so we are very excited to be pioneering this approach.'

Web site: www.interpretllc.com .