NEWS1 June 2010

Research Now moves into online ad tracking


UK— Online fieldwork agency Research Now has started offering ad tracking services, monitoring which adverts its panellists are exposed to and how that exposure impacts brand metrics.

Technical details of the service have not been disclosed but it is thought to work in a similar way to rival offerings, which use cookies stored on panellists’ computers and pixel tags embedded in the ads themselves to record when an ad is encountered.

Panellists who are exposed to an ad can be invited to take part in follow-up surveys to measure brand recognition, awareness and propensity to purchase, among other things. Results can also be compared with surveys of panellists who are not exposed to the ad.