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Olive Media forms measurement deal with Moat Analytics

Olive Media of Toronto has formed an agreement with Moat Analytics of New York. Olive will integrate Moat's brand engagement measurement system into its Olive Elite+ collection of online properties. The system is intended to allow advertisers to access additional metrics for their campaigns, including viewability, in-view time, universal interaction rate, hover rate, time to hover and scroll rate.

"Advertisers are looking for high impact and native solutions that drive engagement, and they want to be able to more accurately measure consumer attention generated," said Shannan LaMorre, vice-president of Olive Elite+ at Olive Media. "Gaining access to attention metrics is a critical step in the process of moving branding solutions measurement beyond the CTR. These metrics will allow us to provide our clients with actionable insights to drive better brand engagement and maximize their return on investment."

Olive Media is a joint venture of Toronto Star Newspapers and Square Victoria Digital Properties. Its Olive Elite+ inventory includes advertising space on properties such as TheStar.com, LaPresse.ca, NYTimes.com and Allrecipes.ca.

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