Firms to Measure Display Ad 'Hover Rate'

Ad software firm Phorm has partnered with behavioural targeting specialist Insomnis to develop a new service called 'Hover Rate', telling advertisers how many Internet users have hovered their cursor over, but not clicked on, their display ads.

The two companies began working together in October, to use Phorm's proprietary technology and machine learning algorithms to identify users and develop personalised messaging services. The new platform reports on the effectiveness both of creative execution and ad placement size and position, alongside normal clickthrough data.

Insomnis CEO Mike Moran explains: 'Whilst the ability to identify where a web user hovers on a web page isn't new, the application of a Hover Rate to a display advertisement is a new feature and unique to the UK market. It will enable our clients to make decisions about advert creativity and placement and provides a rich data source for channel refinement and future targeting'.

Web sites: www.phorm.com and www.insomnis-media.com .