SSI and DMAi Launch Ad Viewability and Recall Tool

Research data solutions firm SSI has partnered with digital ad performance analyst the DMA Institute to launch 'Campaign Optimizer'; a tool which validates and measures ad viewability and connects with consumers about their ad recall following store visits or product purchases.

Campaign Optimizer taps into SSI's ability to engage with audiences across devices, so advertisers can understand the impact their ads have on a brand's perception. Through feedback from panel members, users can follow up consumer actions to quantify behavior and results, and then adjust campaigns. Available in 40 countries, the tool uses the latest Audit Bureau of Circulations technology to collect data about how campaigns interact with an audience through the web, in-app and video. Survey responses and location data collected then drive insights on themes such as brand impact, feedback about the ad, visitation lift, brick-and-mortar purchase lift and online purchase lift.

Chief Product Officer Bob Fawson (pictured) explains: 'Campaign Optimizer addresses the three pillars of online media accountability: viewability, reach and impact. Through our partnership with DMAi, SSI is measuring how long the ad was actually in the visible browser window, what device the exposure was on, how long the person has been exposed and how many times they've been exposed to the ad. The Campaign Optimizer then matches the panelist cookies with the advertising tag (tracking pixel information) to connect the panelist to the ad(s) they have been exposed to cross device. This is also possible in-app within select countries'.

Web sites: www.surveysampling.com and www.dma-institute.com .