Microsoft's "Engagement Mapping"
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.
"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.
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