Starcom IP Introduces Share-of-Influence Tool for Search & Display Ads

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.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.