Critical Mix Unveils Ad Tracking Tool

Sampling and data collection provider Critical Mix has launched a digital ad effectiveness measurement tool called ADvance, which combines its global online survey community with customized technology to track digital campaign performance in real time.

ADvance can track key metrics such as brand awareness, purchase intent, campaign impressions and frequency, and displays results in an interactive dashboard with customized filters for quick analysis. Critical Mix can enhance this data with further behavioral insights on exposed and control panelists, tapping a partnership with InfoGroup whose dataset provides access to as many as 900 data elements on panel members. VP Digital Products Margit Kittridge says the tool is Critical Mix's 'first-ever ad tracking infrastructure on its digital product roadmap', and combines first-party data, ad-tech best practices and IAB industry standards.

Critical Mix co-CEO Keith Price (pictured) comments: 'Our goal is to give our customers simplified solutions to achieve marketing objectives and boost ROI. ADvance delivers a fast and cost-effective tool to evaluate the impact of advertising expenditures. The built-in flexibility lets customers measure, adjust and improve in real-time to maximize campaign performance'.

The firm has offices in North America, Europe, and Asia. Web site: www.criticalmix.com/advance .