Online advertising to be new front in Google/Microsoft battle
Microsoft will make its bid for online advertising dominance with Engagement Mapping, a new ad measurement system which will be available in testing mode in March.
The software giant says it’s created a new way to determine the success of online ads. Engagement Mapping will look at all ways the was users are exposed to and interact with ads before making a purchase, rather than just the last site or search result they visited. The measurement system will take into account “the impact that recency, frequency, size and ad format (such as rich media and video) have on a consumers’ path to action,” the company says, but it isn’t offering any more details.
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