The new London office will be headed up by Bob Ivins, joining from his previous role as Executive Vice President at Media Marketing Assessment. Ivins has a strong background in evaluating marketing and advertising performance. Recently this has included the setting up of the I/AUDIT product, developing early server-side Web usage reports and authoring the "Web in Perspective" series of reports. Prior to this, Ivins was at Nielsen Market Research and Data Resources Inc.

Ivins is highly positive about the new company’s prospects. "Dynamic Logic gives advertisers a huge advantage over existing online advertising effectiveness tools. With the Web here to stay, advertisers need Dynamic Logic's AdIndex metrics to calculate their campaigns' effectiveness. AdIndex evaluates online advertising using traditional branding metrics like brand awareness, purchase intent, and message association. These metrics quantify the total impact of online efforts, beyond click through rates. I am very excited about the company, the management, and the opportunity to introduce the same standards for measuring online advertising effectiveness that exists off line."