Match Logic to offer ad management service

Match Logic, Louisville, Col. has begun offering a new ad campaign management service to advertisers and agencies that wish to track the total reach and frequency of their online ad campaigns across all Web sites in the media plan. The service will announce several new advertiser clients in mid-May, and recently secured $9 million in funding primarily from TL Ventures, Philadelphia, along with two other investors.

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.