Methodology

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Ad Factor is deployed using a proprietary control/test methodology developed by our research team. The test group views branded banners as part of the online media campaign. Factor TG tracks who has viewed the banner, how many times and how recently they have seen it. A control group is simultaneously served non-branded banners, and is also tracked to ensure they do not view any branded banners from the test group.

With this methodology, Factor TG can establish a baseline response from the control group and measure the comparative lift of the test group. Since the groups are served simultaneously and over the same medium, we can assume that the lift is attributable to exposure to the online media campaign.

Using the Factor TG interface, surveys are developed for each test scenario. These surveys are generally "blind" to prevent response bias, but can be easily branded. Sampling intervals can also be individually adjusted to prevent response biases and to ensure statistically valid sample sizes across all the scenarios. The cell(s) may contain identical surveys or can be tailored to adjust to the specific condition(s) being tested.

Each Ad Factor study includes the following information. Additional fields can be easily added:

• Placement - Where the ad was seen on the Internet
• Creative - The name of the actual creative that was seen
• Frequency - The number of times the user has seen the creative
• Recency - When the user last saw the creative

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