Sharethrough and Millward Brown Build Native Ad Tools

In the US, native advertising platform Sharethrough has partnered with Millward Brown to develop tools which will help analyse the impact of native ad campaigns, especially on mobile devices.

The firms say the tools offer a new survey framework which taps into Millward Brown's brand effectiveness measurement capabilities, and enables clients to ask additional questions when assessing brand lift. Stephen Jepson, EVP of Kantar Millward Brown's Media & Digital Practice, says the partnership will help marketers evaluate the effectiveness of their efforts and make impactful adjustments to their campaigns.

According to Dan Greenberg, Sharethrough co-founder and CEO, 'The way we look at brand lift in the native era has been too reliant on questions that only made sense in a desktop world ruled by banners. Our new brand lift framework, offered in partnership with Kantar Millward Brown, helps advertisers pose questions that gauge the impact, rather than the mere visibility of native ads, which audiences 'read' rather than see'.

Web sites: www.sharethrough.com and www.millwardbrown.com .