ETrax Generates Detailed Performance Measurements for Internet Ads

Share this article:
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.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.