Comments on: Microsoft Gets Engaged http://www.centernetworks.com/microsoft-engagement-mapping Web 2 and Social Media News and Reviews Sat, 21 Nov 2009 01:50:56 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Jayant Kadambi http://www.centernetworks.com/microsoft-engagement-mapping/comment-page-#comment-16811 Jayant Kadambi Wed, 30 Nov -0001 00:00:00 +0000 #comment-16811 I agree that it takes more than just an ad click to measure an ad’s success. My company, <a href="http://www.yume.com">YuMe</a>, and others are already working on new approaches to advertising to a Web 2.0 audience. The metrics require different sets of data. Audiences are scattered as people surf the Web from mobile phones and handheld gaming devices and they’re vocal about the different types of ads they’ll tolerate. Add to that the specialized targeting that comes from the growth of niche sites and content and it’s easy to see that old reporting methods need an upgrade. It’s good to see big guys recognize the importance of a new approach to online advertising and we’re also looking forward to hearing more details on its beta product later this year. In the meantime, we’ll keep targeting ads to relevant audiences and offering real-time metrics to advertisers and publishers who need them today. I agree that it takes more than just an ad click to measure an ad’s success. My company, YuMe, and others are already working on new approaches to advertising to a Web 2.0 audience. The metrics require different sets of data. Audiences are scattered as people surf the Web from mobile phones and handheld gaming devices and they’re vocal about the different types of ads they’ll tolerate. Add to that the specialized targeting that comes from the growth of niche sites and content and it’s easy to see that old reporting methods need an upgrade.

It’s good to see big guys recognize the importance of a new approach to online advertising and we’re also looking forward to hearing more details on its beta product later this year. In the meantime, we’ll keep targeting ads to relevant audiences and offering real-time metrics to advertisers and publishers who need them today.

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