Advertising.com and Greenfield Online have jointly developed a product that will enable marketers to measure the effectiveness of an online campaign, even when consumers do not interact with advertisements. Together, the companies will measure the impact of an advertising impression, gain insights from consumers and deliver results on the effect of branding on the Internet. Greenfield Online also will provide research methodology for Advertising.com's Wireless Advertising Marketing and Measurement Initiative (WAMMI), which is scheduled to begin in 2001. The WAMMI initiative is a test of wireless advertising.
Copyright November 2000, Crain Communications Inc.