• by Tyler Loechner  @mp_tyler, December 23, 2013

Data provider IXI Services, a division of Equifax, has announced an update to its online advertising measurement platform to add more on-site measurement capabilities.

The platform, AudienceIntel, was launched in January 2013. It was meant to help advertisers verify whether or not ads reached the desired audience.

But apparently marketers were using the platform to do more than that — they were using it to measure the audiences visiting their own brand sites, which “wasn’t necessarily the intent at launch,” a company representative said.

The update now allows brands to better monitor their site visitors in real-time.