Unique Digital said the new tool is aimed at marketers who wish to accurately appropriate their online ad expenditure.
Its makers said the product would feature a number of features that will take into account consumer proposition, competitive activity and creative strategy, as well as incorporating post-campaign brand research.
Simon Burgess, managing partner at Unique Digital, said: "It has generally been accepted that the industry is behind in agreeing a common set of metrics to ensure accountability for online brand advertising.
"Unique feels that it cannot wait for the industry to solve these issues and has forged ahead with a system that includes traditional methods as well as new ones to overturn perceived barriers."
Unique Digital was founded in 1999 by managing partners Andy Stevens and Simon Anderson and specialises in online media planning and buying, and search and affiliate marketing.
The agency's client roster include Barclays, Barclaycard and Sainsbury's.
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