New digital ad measurement tool from TNS

TNS’ new European partnership with Alenty, a digital ad measurement firm, claims to provide a new tool to better measure online ad effectiveness. The tool is called TNS Digital AdEffect (TDA).
Most advertising ‘effectiveness’ is measured solely on ‘click-through’ rates or using cookies that only measure limited information and can fail to take into account other data, like how much of the ad the user actually sees. TNS Digital AdEffect claims to report back on what elements of the ad consumers are exposed to, and for how long, giving a more accurate measurement of engagement, especially for display ads.
Brands are often unaware that their banner ads are being lost at the bottom of the screen or obstructed at the side. TDA can tell how much of the ad a user actually views, and for how long.
The new solution is available in four countries; France, Germany, Spain and UK, with plans to roll out to more countries in the near future.