SQAD WebCosts touts benchmark for display ads
Google spent $3.24 billion on DoubleClick, and they share a need with display advertiser clients a way to determine the true value for ads.
With the merger, Google has its fingers on the pulse of the world’s biggest display network. Nothing is in the way of them figuring out how well display ads perform.
For the little guy and the big brands looking for an edge with display advertising, SQAD has something in mind. It’s called WebCosts, which the company plans to launch later in 2008.
SQAD currently operates NetCosts, for national and local TV ad forecasting. They perceive a desire from advertisers to have an idea how well their investment will perform when dropping a display ad campaign on the Internet.
“The Web, which accounts for over 20 percent of U.S. media usage but corrals a mere 7.5 percent of total gross advertising spending is, to put it frankly, an earnings underachiever,” SQAD said in their announcement about WebCosts.
If they can achieve the kind of results which I would think advertisers crave for their campaign spending, we may be talking about SQAD the way we talk about Nielsen or comScore or Hitwise about web traffic. Current beta testing should lead to a 3Q 2008 debut of the service.
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