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BtoB

Microsoft announces new standard for ad campaign performance

Published on .

Redmond, Wash.—Microsoft Corp. Monday introduced Engagement ROI, its new approach to managing and measuring the effectiveness of online campaigns that goes beyond the current “last ad clicked” standard.

Engagement ROI takes into account the various online touch points and interactions a user experiences before an eventual sale, according to the company.

The campaign reporting and optimization solution, the beta version of which will be rolled out March 1, will undergo testing by national advertising clients and agencies, including GSD&M Idea City, the Martin Agency’s Ingenuity Media, MEC Interaction, Mindshare Interaction, Monster Worldwide, Neo@Ogilvy and Sprint.

—Carol Krol

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