ViewersLogic launches ad effectiveness panel

The platform is based on ViewersLogic’s ‘single-source data’ passively extracted from a nationally representative panel of individuals.

It will track media consumption, online and offline purchases, and location data over time for the same individual after they have been exposed to TV and online advertising.

The company said marketers will be able to use the data to understand more about campaign effectiveness in terms of metrics including sales and footfall, and obtain insight on competitors’ cross-channel performance.

To date, the panel has been accessed by companies including Channel 4 and McDonald’s.

Ronny Golan, chief executive and co-founder of ViewersLogic, said the tool will allow brands “to make better informed ad placements from the outset of campaigns”.