Who Is RMT? Leaders in Contextual Marketing Measurement and One of the PDMI's Newest Members

RMT (Resonance Mapping Technology) is a neuroscience‑trained contextual intelligence system designed to significantly improve advertising performance. Unlike traditional audience metrics that stop at simple exposure, or newer qualitative metrics that do little more than predict awareness, RMT is focused on how effectively an ad persuades, tying it directly tied to ROAS, the outcome advertisers truly care about. 

At its core is the concept of "resonance," the degree to which an ad aligns with a viewer’s subconscious motivational signals. Every ad, program, site, and user is profiled using a behavioral‑science‑driven framework that captures deep emotional and motivational cues. When an ad matches the motivations embedded in the surrounding content or the viewer’s mindset, the ad "works harder" — triggering greater attention, stronger emotional response, and ultimately higher sales lift. Poor alignment creates dissonance, causing the brain to disengage, resulting in sharp drops in performance potential.

RMT enables advertisers to activate this intelligence at scale by matching ads to the right content, platform, and audience at the right moment. It draws on a scientifically derived system of internal motivational cues refined from thousands of psychological terms into 265 "value signals," which map how people subconsciously respond to content. By aligning creative and placement with these signals, RMT dramatically boosts response across attention, engagement, persuasion, and the paramount goal: sales.

The system has been validated through neuroscience, with Wharton research showing that RMT’s ad‑context "resonance" is the only statistically significant predictor of EEG synchrony, itself the strongest predictor of an ad’s sales effect. In fact, RMT is more than 20× more predictive of sales than gaze‑based attention metrics. This scientific grounding has contributed to substantial documented uplifts, such as 95-percent ROAS lift, 115-percent new‑to‑brand lift, and other significant gains across multiple third‑party studies and brands.

The development of RMT is rooted in the industry‑defining work of Bill Harvey, a pioneer with more than 50 years of innovation in media measurement and advertising effectiveness. Harvey is the inventor of addressable advertising, the creator of the ADI/DMA, and a 2022 Emmy Award winner for breakthroughs in set‑top‑box measurement.

He has advised 70 of the top 100 advertisers and built the industry’s first outcome‑based context optimization system — foundational work that directly shaped the creation of the RMT platform. His legacy of blending measurement science with practical marketing impact underpins RMT’s ability to connect behavioral motivation, media context, and advertising performance in a way no prior system has achieved.

Want to learn more? Click here to download a deck about RMT, its expertise, and what it does for performance marketers and their partners.