Real intelligence, indeed

Media tracking firm SQAD is set to unveil a new tool that brings benchmarking methods for TV and radio ad costs to the online world, reports Mediaweek.

WebCosts will allow online media buyers to draw on historical data to determine what a placement should cost. That would add much needed transparency to the online ad world, which suffers from a major lack thereof.

Reports will reflect average CPM based on the site, format, time of day and other data.

WebCosts will be unveiled by SQAD at the upcoming 4As industry conference, following a year in closed testing by 14 agencies.