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.
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