NEW YORK (Reuters) – Microsoft Corp said on Monday it would test a new
way to measure the effectiveness of Internet advertising in a
challenge to an industry standard that has helped the likes of Web
search leader Google Inc and Yahoo Inc.
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
“The ‘last ad clicked’ is an outdated and flawed approach because it
essentially ignores all prior interactions the consumer has with a
marketer’s message,” said Brian McAndrews, senior vice president of
the advertiser and publisher solutions unit at Microsoft.
“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,”
McAndrews said in a statement. He was due to unveil the program later
on Monday at an Interactive Advertising Bureau conference.