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Toluna and nurago Link to Provide Ad Insight
European panels firm Toluna has partnered with technical solutions provider nurago to launch a service which enables advertisers, planners and media buyers to analyse the response of more than half a million of Toluna's panel members to campaigns in six European countries.
The service can be used to analyse both online and cross-media campaigns, and provides live data on demographic distribution for individual online campaigns. Responses can be assessed by single ad placement.
All customers receive a comprehensive overview of their campaign's efficiency and effectiveness, based on responses gathered from their core target audience. The next phase of the service will provide the client with relevant benchmarking data.
Thomas Knauer, Managing Director of nurago commented: 'Toluna's web 2.0 community gives it a unique level of communication with its panel members, resulting in more frequently updated data with a detailed level of insight into their responses. By working together we are well equipped to bring a new level of transparency into the online media market.'
The service is currently available in the UK, France, Germany, Italy, Spain, and the Netherlands, and will be rolled out to more countries soon.
Last year, GfK partnered with nurago to link FMCG purchases and online ad campaigns, through the launch of the Web Efficiency Panel (WEP).
Web sites: www.toluna-group.com and www.nurago.de .
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