Microsoft to measure 'engagement' with online ads
Excerpt:
"Microsoft has introduced a reporting tool for its online advertising platform that it claims measures the impact of online ad campaigns rather than merely counting clicks.
The tool, called Engagement ROI, has been integrated into Microsoft's Atlas Media Console, which is software used for booking and managing online advertising campaigns. A senior Microsoft executive will officially announce the tool on Monday at the Interactive Advertising Bureau's annual meeting in Phoenix."
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