TNS launches new digital ad effectiveness tools
TNS, a global market information and insight group, has announced the launch of what it called a new generation of online advertising monitoring tools.
The program combines cookie tracking technology with TNS' 6th Dimension Panel to enable accurate analysis of online ad consumption.
“For digital advertising, current tools are not meeting the industry demands because the fundamental relationship between advertising and the media that carries it has changed,” said Mike Saxon, SVP of Brand and Communications, TNS, in a release. “TNS Digital Suite surveys our panelists, not site visitors, delivering the same kind of accountability and rigorous analysis for online advertising that our customers expect for traditional advertising.”
The new panel-based methodology enables advertisers to measure the effectiveness of their online ads at the same level as traditional advertising without interfering with the user experience, according to TNS.
Benefits of the program include eliminating pop-up surveys, controls for cookie deletion and analysis based on frequency and time since last exposure, according to TNS.