MEC inks deal to deploy Effective Measure's GRP

According to Effective Measure, this will help provide a new layer of consistency and validity. “The fresh deal with Effective Measure marks new territory for us as we move towards providing the most advanced digital metrics,” said Ben Poole, head of interaction, MEC Asia Pacific.

“The digital media market has evolved far beyond the fundamental metrics of clicks as the barometer of campaign success,” said James Robertson, Effective Measure’s founder and senior VP, global accounts and market development. “Agencies and their clients are demanding sophistication and depth to the approach of digital measurement.”

Asia is the fastest-growing region for MEC with clients like Colgate, Chevron, Singapore Airlines and Citibank.