A new product designed to aid advertisers and those providing online marketing services in targeting audiences and measuring their responses has been launched.

Microsoft Advertising and comScore have created a planner that they say will predict reach, frequency and audience composition at the ad placement level.

The Reach and Frequency planner will combine ad serving data with demographic information in order to monitor how well a campaign has performed, in comparison with predictions.

According to the two firms, this "hybrid" approach represents a key development for digital media.

Scott Howe, corporate vice-president of the advertising group at Microsoft, said: "We believe online advertising won’t maximise its appeal to brand marketers until the basic metrics they’ve relied on for years are available in digital media plans."

Recently, comScore reported that its second quarter earnings had exceeded initial expectations.

Magid Abraham, the firm’s chief executive, added that he was pleased with an overall revenue growth of nine per cent.

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