Federated Media Launches Conversational Measurement Toolbox; Signs AnandTech

Tomorrow at the Conversational Marketing Summit in NYC, ad network Federated Media (FM) will make two announcements: the launch of the Conversational Measurement Toolbox and that they will now represent hardware reviews and forums network AnandTech. Federated Media describes the toolbox as, "a suite of campaign measurement, planning and reporting tools offering marketers greater control and insight into their conversational marketing efforts." The company claims that this is a first-of-its-kind offering.

The system will suck data out of the analytics tools used by FM publishers and then aggregate the data back to the advertisers with a focus on conversational metrics. There's also an API for developers to use who want to leverage the analytics that FM is collecting. No specific analytical categories have been provided yet. Once I get access to the system, I will provide a more in depth review.

Federated Media CEO John Battelle is also a board member of the Interactive Advertising Bureau (IAB) and will now sit on the social media measurement taskforce to ensure that the Conversational Measurement Toolbox work follows whatever the IAB pushes in terms of standards and guidelines.

Perhaps the development of this new measurement toolbox is where some of the new $50 million in VC funding has gone.

In other news, ultra popular, been around forever, hardware news, reviews and community forum site AnandTech has joined the FM publisher network. AnandTech reports 8 million monthly users with over 55 million pageviews. I guess this is a good replacement for Ars Technica which has left FM after being acquired by Conde Nast.