A method for calculating brand index (BI) for interactive rich media advertising produces a brand effectiveness model, and includes categorizing advertising exposure of a rich media ad into a type of bucket, and for each type of bucket: assigning a weight (Wj) to each of a plurality of data types collected in the bucket; assigning a score (Dj) to each of the data types collected in the bucket; tracking a frequency (Nj) of occurrence of each data type; and calculating a bucket brand index (BBIi) = ?Wj*Nj* Dj. A non-linear approach to calculating BBI may also be used. A bucket weight (Wi) is assigned to each type of bucket; the BI is calculated as a weighted sum of the plurality of bucket brand indexes (BBI) = ?Wi*BBi, and the BI is communicated to an advertiser or publisher for an ad campaign that includes the BBIi to indicate monetization value of the rich media ad.
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