Microsoft collaborated with comScore Inc. to develop a digital media planning solution, named the Reach and Frequency Planner (RF Planner), which’ll allow brand advertisers to predict reach, frequency and audience composition at the ad placement level. The RF Planner uses a hybrid audience measurement method that combines Microsoft’s ad serving data with demographic information from comScore’s panel. It’ll offer forecasted reach and frequency for online advertising campaigns and comScore’s post-buy reporting to show how closely the campaign performance tracked to the prediction. The tool represents the ability for brand advertisers to conduct the complete front-to-end media buying and planning process in the digital environment, using metrics similar to those existing for traditional media.
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