Microsoft offers to measure online advertising in new ways
Microsoft has announced the start of testing a new reporting system to analyze the effectiveness of online advertising. The system was created by aQuantive specialists, which the Redmond giant acquired last year for $ 6 billion.
The new technology makes it possible not only to take into account the number of clicks on advertising links and the number of purchases, but also to comprehensively analyze user actions long before he clicked on an advertising banner . In particular, the system will take into account the number, frequency, size, format and other characteristics of advertising banners that the user saw, but did not click on them. This approach is called “Engagement Mapping” and Microsoft is promoting it as a kind of breakthrough in online advertising measurement methods.
If you explain the essence of the technology in simple words, Microsoft’s reporting should prove that switching to Google Adwords search advertising to the advertiser's site is only the final chord in the user’s long history of surfing the Internet, and Google allegedly single-handedly appropriates income, which should be fairly shared between all participants in the advertising campaign.
In practice, the technology is implemented as a new Engagement ROI module, which is integrated into the aQuantive advertising platform Atlas Media Console .
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Closed beta testing of the advertising platform with the new module will begin on March 1, 2008 with the participation of the largest advertising agencies and advertisers. The preliminary results of the experiment promise to announce before the end of June.
The new technology makes it possible not only to take into account the number of clicks on advertising links and the number of purchases, but also to comprehensively analyze user actions long before he clicked on an advertising banner . In particular, the system will take into account the number, frequency, size, format and other characteristics of advertising banners that the user saw, but did not click on them. This approach is called “Engagement Mapping” and Microsoft is promoting it as a kind of breakthrough in online advertising measurement methods.
If you explain the essence of the technology in simple words, Microsoft’s reporting should prove that switching to Google Adwords search advertising to the advertiser's site is only the final chord in the user’s long history of surfing the Internet, and Google allegedly single-handedly appropriates income, which should be fairly shared between all participants in the advertising campaign.
In practice, the technology is implemented as a new Engagement ROI module, which is integrated into the aQuantive advertising platform Atlas Media Console .
')
Closed beta testing of the advertising platform with the new module will begin on March 1, 2008 with the participation of the largest advertising agencies and advertisers. The preliminary results of the experiment promise to announce before the end of June.
Source: https://habr.com/ru/post/20811/
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