Microsoft pitches new ad measurement approach
InternetNews | at | by Mike
As it moves to better compete with Google in online advertising, Microsoft is aiming to increase its appeal to marketers with a new way of tracking Web ad campaigns' performance and return on investment.
The company's new "Engagement ROI" measurement -- which is being baked into its Atlas Media Console campaign management tool -- seeks to promote a change in thinking about how ads affect consumers' buying decisions.
The conventional take has been that consumers' buying decisions are impacted only by the most recent ad they clicked on -- the so-called "last ad clicked" view.