A method for conducting ad research is provided. The method includes identifying a plurality of panelists, wherein each panelist has a user device, embedding a first object in digital content that will be viewed by the plurality of panelists, using the first object to place a cookie on a respective user device when each panelist views the digital content, wherein the cookie enables a server to identify the respective user device, embedding a second object in a test advertisement, serving the test advertisement to at least some of the plurality of panelists using the cookies, generating data related to the serving of the test advertisement using the second object, and collecting ad effectiveness data from the plurality of panelists regarding the test advertisement.