Research and analytics firm iTVX, based in New Rochelle, New York, has developed a new tool that enables marketers to measure the value of branded content and product placements in web content.

The company is already known for its methods of measuring branded content for television and movies (including Quebec’s TVA).

The In-Web measurement tool has reportedly attracted sign-ups by brands like Ford Motors, Unilever and Toyota – all looking to place a value on their online product placements.

The tool uses some of the company’s methods for measuring branded content in traditional media, but it also includes components that aim to take factors like interactivity and online context into account.

For more on iTVX, see strategy‘s article, ‘So your brand’s a TV star. What’s it worth?’