NEWS25 May 2011

Dynamic Logic unveils AdRadar digital tool

North America Technology

US— Millward Brown’s online ad research agency Dynamic Logic has launched a new technology that links advertising exposure to feedback from research panels, to measure the impact of online campaigns.

The firm said AdRadar has access to more than 10 million respondents from client databases, financial databases and panels run by industry partners including Compete, Cymfony, Federated Sample, Kantar Shopcom, Lightspeed Research, SymphonyIRI and uSamp.

Panellists agree to have a cookie placed on their computer so that they can be identified when they view any online content that has been tagged by AdRadar. This provides clients with “real-time identification of panellist exposure” to digital content, Dynamic Logic said, allowing them to gain feedback from respondents and check how digital campaigns are affecting consumer behaviour.

Dynamic Logic president Jean Robinson said: “With access to more than 10 million people globally through AdRadar linkages, Dynamic Logic is broadening online sampling options, simplifying data integration and empowering clients to better understand the lasting effects of their digital and cross-media campaigns. The result is deep insights about campaign performance.”