Submission + - Microsoft: All ad clicks are NOT created equal (news.com)
kyle6477 writes: "From CNET:
Today, Microsoft talks about how it wants to change the way ads are valued online. They're developing a new tool called Engagment ROI, which splits up the ad revenue based on the type of ads being displayed.
CNET Writes: "Say a consumer sees an ad for a product in a video ad one day, and then clicks on a text ad to visit the retailer's site the next day, and then eventually sees a banner ad that leads to a purchase. All of the monetary credit tends to go to the text link that was clicked on, says John Chandler, principal analyst for Microsoft's Atlas ad serving division."
Basically, contrary to popular belief, the last click is not the most important. You can see the full article here"
CNET Writes: "Say a consumer sees an ad for a product in a video ad one day, and then clicks on a text ad to visit the retailer's site the next day, and then eventually sees a banner ad that leads to a purchase. All of the monetary credit tends to go to the text link that was clicked on, says John Chandler, principal analyst for Microsoft's Atlas ad serving division."
Basically, contrary to popular belief, the last click is not the most important. You can see the full article here"
