LogicLab Media Marketplace requires media companies to download a sampling of their subscriber files, at which point it compares the information to actual consumer data. This comparison is designed to provide a more complete and detailed picture of consumers.
The service, said LogicLab president Christopher Wilson, "is like an online relationship matching service -- but in this case, we are pairing up advertisers and media buyers with the best media outlets."
For example, within the marketplace, an advertiser who wants to reach its best prospects can use its actual historic customer data to define targets and determine what media reach fits those specific consumers best.
Columbia, Md.-based Merkle launched LogicLab just last month as an alternative to sample-based research.
"This new business is a natural extension of our core capabilities in providing fact-based, data-driven insights," CEO David Williams said upon LogicLab's launch.
The new marketplace claims to help advertisers determine the effectiveness of campaigns by comparing an individual's actual buying behavior with placed advertisements.
Rather than relying solely on traditional, third-party research data, meanwhile, media buyers are given specific insights into the actual users of a given media outlet.
Prior to taking the reins at LogicLab, Wilson served as president of Experian Research Services.