Microsoft To Test New Measure Of Web Ads

Posted Tuesday, February 26, 2008 12:00 am

By: E&P Staff Microsoft plans to test a new way to measure the effectiveness of Internet advertising which would challenge an industry standard that has helped the likes of Web search leader Google Inc and Yahoo.

Microsoft's "Engagement Mapping" is due to begin in beta form on March 1. It aims to take into account all the Internet interactions that lead a consumer to buy a product and give advertisers a more accurate assessment of how to plan a campaign online.

This departs from a standard that ties sales, leads and traffic to the last ad that a user clicked on online.

Microsoft's new ad initiative follows its purchase of 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 Google.

The software maker is also in the midst of a $41 billion unsolicited takeover attempt of Yahoo.

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Microsoft To Test New Measure Of Web Ads

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