Effective Measure launches online panel tool for MENA

The firm’s vice president of digital insights Brendon Ogilvy (pictured) told Research that the new panel-based system provides a “secondary solution” to the company’s existing tagging system, Digital Helix.

He said that panels will be established in Egypt, Saudi Arabia and the UAE by the end of the year, where members’ browsing habits will be captured through a plugin that they install on their computers.

Panels in the remaining markets in the region will be set up by the end of the first quarter 2011, he said.

Ogilvy said that the Helix system covers approximately 60% of all traffic in the region and that the new Openview service is being introduced to “close the gap on the remaining 40%”.