The aim is to provide advertisers a comprehensive view of online marketing effectiveness in general and on Yahoo properties, using Millward Brown’s AdIndex platform.

According to Millward Brown’s media and digital director for Hong Kong and Taiwan Sonia Liang, Yahoo was taking a “bold step” by highlighting branding impact of digital advertising as advertisers often relied solely on click-stream metrics to judge campaign success.

“The consumer decision making journey is becoming more complex. So while some advertisers might be looking purely for the click-through data, the smart ones know that meaningfully different brand perceptions set up by a digital campaign can influence purchase later, even offline,” she said.

Francis Che, Yahoo Head of Insights in APAC (pictured) added: “Our partnership will play an important role to provide clients with a means for better understanding consumers’ attitudes and, as a result, improve their ROI.”