The reports enable advertisers to determine exactly who was exposed to their ads and therefore to better calculate the reach and impact of their online ad campaigns.
The AdKnowledge System, combined with Voyager Profile, gives “the most complete and accurate snapshot” of who saw a campaign and what they did after clicking through to a site, the company said. Financial arrangements between the companies were not disclosed.
Voyager Profile provides detailed demographic, attitudinal, product and Web-centric measures of more than 60 key variables (including age, income, location of Web access, product consumption, and media usage) for campaigns managed by AdKnowledge.
The information is captured from Web users who are recruited for Millward Brown Interactive’s nationally representative online panel.
“Voyager Profile provides concise, actionable reports that allow advertisers to compare actual results with reach, frequency and demographic goals,” said Rex Briggs, executive vice president of Millward Brown Interactive. “Armed with this information, advertisers can now make well-informed adjustments during a campaign if necessary.”
The AdKnowledge System includes five components that span planning, campaign management, ad placement and tracking, reporting, and post-click tracking and analysis. Voyager pricing for customers is $1,500 per report initially.