Ad Network Launches Campaign Assessment Tools

Online ad network Traffic Marketplace has launched a suite of campaign reporting products that quantify and qualify the impact of advertiser campaigns on the online and offline behaviour of consumers.

The new MarketInsight tools combine data from sister company First Look's half a million domains and comScore's audience measurement capabilities derived from its panel of more than two million Internet users.

Traffic Marketplace President Jim Walz said that the new platform will provide advertisers with the tools they need to measure, optimize and make more money from their ad campaigns.

Features include reports on how many consumers an ad reached, as well as their age, income and ethnicity.

Data on how a campaign impacts on consumers' online activity is also included, as are details about consumers' awareness of the advertised brand, their attitudes towards it, and their intent to purchase.

'Empowering advertisers with intelligence increases their chance to effectively reach and influence their most desirable audience,' said Daryl McNutt, VP of comScore Marketing Solutions. 'MarketInsight will help advertisers more comprehensively evaluate the effectiveness of their digital advertising efforts using tools that demonstrate the view-through impact of campaigns.'

Web sites: www.trafficmarketplace.com and www.comscore.com .