Effective Measure Becomes Narratiive

Audience measurement specialist Effective Measure has been renamed 'Narratiive', which it says reflects the shifts in the media and publishing industry, and its own change in focus and direction.

Effective Measure was best known for its proprietary 'Digital Helix' technology, designed to overcome issues with cookie deletion and unique visitor audience calculation, and used for campaign effectiveness studies, online research and app measurement. Over the coming months, the existing Effective Measure dashboard will be phased out, and a new platform - a 'modernised evolution' of the original dashboard - will provide real-time audience modelling and direct integrations with several programmatic media platforms including Google's DoubleClick, MediaMath, Lotame and The Trade Desk.

In a statement, the firm says it chose the name Narratiive 'because audience insights are only useful when they are meaningful and tell a story'. CEO and co-founder Scott Julian (pictured) adds: 'Our goal is to empower both advertisers and publishers with easy access to audience insights that enable them to bring more balance to the online advertising ecosystem'.

Web site: www.narratiive.com .