AVENUE A TECH UNIT LAUNCHES ONLINE AD TOOLS

Atlas DMT to Measure Web Ad Effectiveness

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Atlas DMT, the technology unit of Avenue A, the Seattle-based digital media shop, today launched its Gross Rating Points and Reach Forecaster tools designed to help media planners more effectively integrate online media with offline media.

The new tools,

Related Stories:
PANEL: POOR MEASUREMENT IMPEDES ONLINE AD SALES
Marketers, Agencies Cite Lack of Quantifiable Web Data
which Atlas DMT has been shopping around to traditional agencies as well as digital shops, are supposed to help agency and in-house media planners to project online rating points so they can make fair comparisons between online and traditional media buys.

Gross rating points is the standard measurement for measuring ad exposure in traditional advertising. It can be derived by multiplying reach times the average frequency for a buy. When the points are calculated for specific audience targets, they're known as Targeted Ratings Points.

The new tools are endorsed by the American Association of Advertising Agencies and the Advertising Research Foundation.

In this article: