SAN FRANCISCO -- Jupiter Media Metrix today announced its latest service, Campaign Analysis, which the New York-based measurement firm is touting as "the first third-party service to measure and analyze online advertising and marketing campaigns in real time."
Campaign Analysis provides ad-servers, Web publishers and advertisers with the most detailed and timely measures to determine companies' effectiveness in online advertising and email and affiliate marketing, according to Jupiter.
In the past, advertisers have relied on ad servers and publishers to provide basic auditing reports on the number of online ads served. As a result, ad agencies often have trouble discerning the effectiveness of a given campaign. With the new offering, ad impressions can be measured and analyzed as eyeballs view them -- in the actual Web browser -- regardless of where the browser is located and who served the ad.
"It is not uncommon for upwards of 50 percent of ad impressions to be disputed between advertisers and ad-serving agencies," said Seth Segel, svp, Jupiter Media Metrix. "As the first third-party firm to measure online marketing campaigns in great detail, Jupiter Media Metrix will help remove the ambiguity and skepticism over the definition of an ad impression by reporting only what is loaded in the Web browser, not what is served."
Segel added that he believes, "the service will grow overall confidence in online advertising and marketing by taking the uncertainty out of ad-impression counts and moving it toward a pay-for-performance model, such as in traditional media."