Teletrax, a TV measurement service, announced Tuesday that Direct Response Media has signed a contract to monitor the delivery of its direct response television ads. Teletrax, a joint venture
between Netherlands-based Royal Philips Electronics and Medialink, will verify the broadcast of DRM ads using its digital tracking system. Verifying delivery of direct response ads is a crucial
first step to determining the overall efficacy of a direct response campaign, according to Gina Pomponi, vice president and director of media for DRM: "We have chosen Teletrax because its media
intelligence helps us achieve our most important goal, which is to maximize the results of our customers' campaigns."
--Erik Sass
