BtoB adds conversion measurement

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Most Popular said Wednesday that it has added tracking capabilities to give marketers reports of customer activities in real time. The move by ups the ante for other ad-serving networks, many of which rely on click-through data as their primary measurement technique. Increasingly, advertisers are dismissing click-through data as misleading or meaningless. said its new services allow companies to see whether advertisements lead to requests for information, product or service purchases or data downloads.'s system tests a campaign on a handful of sites before launching advertising on up to 5,000 sites in its network or to as many as 24 million e-mail names. The company then continues to report on the efficacy of the campaign as it broadens in reach.
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