Millward Brown said DigitalLink would allow clients and agencies to assess the effectiveness of online ad creatives prior to, during, or after a campaign.
The pair claim the service will focus on the "critical components" necessary to evaluate an online campaign's success, including ability to hold attention, delivering a compelling message, and generating a desired response.
The programme is an extension of Millward Brown's Link services, which include radio, outdoor, print and multimedia disciplines.
Jon Taylor, account director at Millward Brown, said: "DigitalLink will complete our family of Link ad pre-testing solutions and provide a fully multimedia approach that combines the industry leading ad pre-testing tool with the best online ad testing research approach."
Suzanne Moorey-Denham, managing director of Dynamic Logic Europe, added: "With the growth of online campaigns, agencies and advertisers need to account for all aspects of their campaign performance.
"By evaluating the creative early on, campaigns can be optimised and a greater impact achieved for the brand."
Millward Brown, which is owned by WPP, predicted last week that more than 拢435m would be spent on sports marketing in the UK in 2006.
The amount is expected to increase as the demand for sponsorship programmes escalates in the next six-years as the 2012 Olympic Games in London approaches.
Dynamic Logic was acquired by WPP Group in June 2005.
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