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Advertising.com adds conversion measurement

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Baltimore--Advertising.com said Wednesday that it has added tracking capabilities to give marketers reports of customer activities in real time. The move by Advertising.com 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. Advertising.com said its new services allow companies to see whether advertisements lead to requests for information, product or service purchases or data downloads. Advertising.com'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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