Match's technology is designed to alleviate common measurement comparison problems and help advertisers more quickly evaluate their return on investment for online campaigns, according to President Pete Estler. "Advertisers want to measure their campaign across all fifteen sites, for instance, where they placed it to see how it performed," he said, rather than understanding the campaign on a site by site basis with difficult-to-compare data.
Match Logic debuted its technology with General Motors Corp.'s launch of the Buick Regal in November 1996 and has since begun working with other divisions of GM. Match Logic has worked with agencies including Campbell-Ewald Communications, Warren, MI; CKS Interactive, Cupertino, Calif.; Leo Burnett USA's Giant Step, Chicago; and Hal Riney & Partners, San Francisco, among others.
Copyright April 1997, Crain Communications Inc.