Collective Debuts Universal Engagement Metrics as Part of its AMP(R) Platform for Publishers and Advertisers

NEW YORK, Feb. 25 /PRNewswire/ -- Collective, a leading media and technology solutions company for online display advertising, today announced the addition of new ad engagement reporting capabilities for AMP 3.0, its network administration, audience targeting, and reach extension platform for buy-side and sell-side ad networks.  The new features enable advertisers and agencies to measure and report on user engagement for every display ad, not just the small fraction served by rich media companies.

"Today 99.92% of online ads don't get clicked, so standardizing core metrics beyond click-through rate gives advertisers a clearer understanding of effectiveness on all ad impressions," said Joe Apprendi, CEO of Collective.  "The industry has long known that simply seeing an ad delivers branding dividends. This is a big win for advertisers and agencies who in the past could only get engagement data for a very small portion of their media buy."  Traditionally, online advertising platforms have limited reporting metrics to impressions served and click-through rates achieved. With AMP 3.0, users can now measure ad effectiveness based on exposure time and mouse-over activity.  It is also the only platform that can assess whether an ad is within the viewable portion of a user's screen.  

"Being able to look at performance beyond just a CTR is the only way to advance the online industry forward," said Mike Turcotte, VP, Media Director at Zenith Media. "With fewer overall people clicking, and less frequently, moving into user engagement metrics after exposure brings the true value of advanced targeting and can help justify the premiums associated with it.  Layering in engagement reporting with reach/frequency will help planners optimize into a value-based media buy."

Collective's AMP 3.0 is used by premium publishers to build and manage audience networks. Ad agencies and advertisers use AMP to make display-buying decisions based on audience data, rather than simply site content. In aggregate, AMP 3.0 is responsible for delivering more than 12 billion ad impressions per month.

About Collective

Collective is a leading media and technology solutions provider for display advertising. Founded in 2005, the company delivers targeted audiences to advertising agencies, brand advertisers and publishers.  Collective's industry expertise provides a strategic advantage to its clients by leveraging insights to reach audiences. Its flagship solutions are the Collective Network®, the original transparent network for brands; Collective Video™, the world's first audience-driven video network; Collective Direct™, the high quality network for direct marketers; and AMP®, the leading ad network administration, audience targeting and reach extension platform. The company is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco. For more information, visit www.collective.com.

SOURCE Collective