ETrax Generates Detailed Performance Measurements for Internet Ads

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Straight UP! has begun contacting ad agencies to purchase its eTrax system, which calculates the effectiveness of Internet ads and Web sites.

The San Diego firm recently announced the updated version of the program, which allows Web companies and ad agencies to monitor visitor results at several sites at a time. ETrax measures Internet ads' effectiveness by looking at the number of ad impressions, the time spent after click-through and the average dollars spent per visitor.

Annkristine Palouda, director of marketing, said the upgrade of the system was the reason her company started demonstrating eTrax for ad agencies -- although no contracts had been finalized at press time.

"The accuracy of the system will be an asset, because this is probably stuff their clients are asking for -- specific details about the performance of their ads," she said. "Right now our clients are primarily e-commerce Web sites, but we expect agreements with ad agencies to happen any week now."

Interested firms must sign one-year agreements to obtain eTrax, which costs $2,500 a month for the most basic model. Palouda said more elaborate versions of the product could run as high as $5,000 a month.

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