A Fuller View

Microsoft launched a new methodology for tracking the effectiveness of online advertising termed “engagement mapping” - this has previously been called “conversion attribution.” The full MS release is here. Also worth reading this interview from Sept ‘07 with Brian McAndrews, Microsoft’s senior vice president of advertising and publishing solutions for more on the background this new ad measurement system. The super short digested version of this news is that: engagement mapping a smart and more balanced way to measure the effectiveness of ad spend on-line that does not reply solely on the users’ last click. Last click heavily favors paid search vs. display (banners).