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New MS tracking tool measures online ad effectiveness

28 Feb 2008

"Our Engagement Mapping approach conveys how each ad exposure - whether display, rich media or search, seen multiple times on multiple sites and across many channels - influenced an eventual purchase," said Brian McAndrews, senior vice president of the Advertiser & Publisher Solutions Division at Microsoft.

Microsoft announced a soft beta test for software that will potentially give companies a more comprehensive view of how users interact with advertisements.

The Engagement ROI software was built to track whether branding messages convert potential customers into paying customers, in much the same manner traditional advertisers assemble a media plan for print and broadcast, said Tracy Ryan, associate professor of advertising research at Virginia Commonwealth University and author of Advertising 2.0: Social Media Marketing in a Web 2.0 World. By tracking users across the Web, advertisers can create mathematical algorithms that help them create budgets for their campaigns.

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