Even though study after study proves that "assists" are invaluable in driving the final click in a search campaign, or that users who see both display and search ads are more likely to convert, few marketers are willing or able to give proper credit to those pre-sale clicks.
According to this ClickZ News story, New Tool Aims to Pinpoint Pre-Click Ad Influence, Starcom IP introduced a new tool to measure the influence various ad types have on the final click before a purchase. Called Multiple Attribution Protocol, or MAP, the system assigns a share-of-influence to search and display ads, plus various sub-formats in the display category, such as homepage takeovers and graphical buttons.
Save up to $400! Register now for SES New York 2012, the Leading Search & Social Marketing Event, taking place March 19-23. Google's Digital Marketing Evangelist Avinash Kaushik will keynote. Hurry, pre-agenda rate expires March 2!
