LogicLab Adds Compete Data to Media Planning Platform

US-based media evaluation specialist LogicLab is to add data from web site audience measurement firm Compete to its targetLab media planning platform, to provide clients with more detailed metrics on traffic, audience and engagement.

LogicLab, which was formed in 2009 by database marketing agency Merkle, uses consumer data for media evaluation, and to enable advertisers, agencies and media buyers to optimize and measure campaigns.

Its recently launched targetLab platform matches clients' proprietary targeting intelligence against LogicLab's mediaLibrary index of detailed audience profiles.

Through this partnership, the firm will tap into Compete's 'clickstream' data on the Internet behaviour of almost two million people, weighted to match the US online population. TargetLab says the integration of the Compete data will add more granular web-wide traffic information, including demographic data on unique visitors, time spent on site, and page visits.

'As more budgets shift online, media planners are realizing the importance of more precise targeting,' states Stephen DiMarco, CMO at Kantar-owned Compete. 'The more that is known about target audiences the more efficient the media spend will be.'

Web sites: www.logiclabinc.com and www.compete.com .