Advertisers are beginning to leverage online as a platform to reach consumers; however, behavioral data like click-through is the only metric of success available. Answering the industry's plea for a new way to evaluate campaign impact, Nick Nyhan pioneers the concept of evaluating the branding impact of Internet advertising. Nyhan, with the technical support of Ronit Aviv as CTO, starts Dynamic Logic in New York City as an independent marketing research firm to help companies understand the effectiveness of their online advertising campaigns through traditional branding metrics such as Brand Awareness, Message Association, Brand Favourability and Purchase Intent.

Dynamic Logic's flagship solution AdIndex® finds a niche by bringing traditional market research acumen to online data collection and packaging it in ways that proved useful for brand advertisers.

After only two years, the industry demand calls for expansion. In 2001, Dynamic Logic Europe is formed in London, UK and develops a unique practice that incorporates the nuances of European campaigns and culture.

• Dynamic Logic expands AdIndex® solution to include analysis of email brand impact
• Launch of MarketNorms® database establishes industry's first standard benchmarks for measuring online marketing effectiveness
• Official CrossMedia Research™ solution is released following the completion of several cross media research projects as part of the Interactive Advertising Bureau's (IAB) Cross Media Optimisation Study.

By 2003, Dynamic Logic has led the market in establishing standards in online advertising and marketing campaign evaluation, and has emerged as a thought leader in the cross media measurement arena. Dynamic Logic now not only has offices in New York and London, but now also in Chicago and San Francisco.

• Dynamic Logic is acquired by Millward Brown, a global leader in advertising, media, marketing communications and brand equity research and is part of The Kantar Group, the information and consultancy arm of WPP. Together, Dynamic Logic and Millward Brown combine their interactive products and services to create a comprehensive product suite that helps marketers and advertisers as they expand their integrated marketing programs.
• Dynamic Logic announces the appointment of Jean Robinson, former CFO, as president.
• Dynamic Logic & Millward Brown announce joint online copy-testing tool, LinkSelect for Digital
• Dynamic Logic forms a digital research operations center in Providence, Rhode Island

Creation of Safecount
With the precipitous rise of new digital media forms creating the need for advanced methods of data collection, a separate entity called Safecount is formed to focus on the changing landscape of live digital survey sampling.

AdIndex Evolution
Further expansion of AdIndex as a broader digital measurement offering, now adapted into new specific solutions — AdIndex® for Mobile and AdIndex® for Gaming. AdIndex continues to lead the space in online ad effectiveness including digital video, rich media, display, microsites, sponsorship, Web site evaluation and even has custom solutions to test and analyse branding impact of podcasts, search, and more.