Rich media provider adInterax plans on Dec. 6 to officially launch an update to its platform. The revamped edition, version 3.8, will allow clients to uniquely label sources within an ad's layers
that are recorded when consumers click on them. The company's 40 some clients--including About.com, Yahoo, and Knight Ridder Digital-can now view ad metrics that include time- to-click
distributions, average interaction time and a more detailed report on video viewing that tracks play, stop and mute, according to Marcus Doemling, chief technology officer at adInterax.
Additionally, new graphical reports show how much of a video-ad viewers actually watch, offering measurements from 10 percent to 100 percent.