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Microsoft and comScore Partner On Reach and Frequency Planner

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Msg#: 3962604 posted 4:44 pm on Jul 30, 2009 (gmt 0)

Microsoft and comScore Partner On Reach and Frequency Planner [news.cnet.com]
The software giant announced on Thursday a new collaboration with consumer measurement firm ComScore to design a digital media-planning service dubbed the Reach and Frequency Planner (RF Planner).

The goal of the RF Planner will be to help brand advertisers better measure and track their online-ad campaigns. Advertisers would be able to more easily determine and predict how consumers will respond to their digital ads.



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Msg#: 3962604 posted 12:16 am on Jul 31, 2009 (gmt 0)

This seems designed to draw more brand marketing dollars online which is good for website owners.

The company points out that ad budgets for brand advertisers account for about two-thirds of the $186 million U.S. ad market. But only 5 percent of those dollars are spent on Internet advertising.

edit: good for website owners = not so good for newspapers, i'd expect a stronger push for internet retail taxes and regulations if that 5% figure raises much, assuming it's accurate.

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