Microsoft to test new measure of Web ads
MS' Engagement Mapping departs from an industry standard that ties sales, leads and traffic to the last ad that a user clicked on online. Special: MS' Yahoo bid
By Agencies |
NEW YORK: Microsoft Corp said on Monday it would test a new way to measure the effectiveness of Internet advertising in a beta program that is due to begin on March 1.
Microsoft's "Engagement Mapping" departs from an industry standard that ties sales, leads and traffic to the last ad that a user clicked on online.
Instead, it attempts to take into account all the Internet interactions that lead a consumer to buy a product.
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Microsoft advertising clients and partner agencies such as Citi Cards and Initiative Media have signed on for the program.
Microsoft bought online marketing company aQuantive for $6 billion last year in an effort to capitalize on the fast-growing online ad market and better compete against Web search leader Google Inc.
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