Microsoft To Measure Engagement, Not Clicks

Almost a year ago, I went on (at length) about how there was Bill Gates, Microsoft
(Photo Credit: Wikipedia)

Today, at the Interactive Advertising Bureau's (IAB's) Annual Meeting in Phoenix, Microsoft takes on the "the last ad clicked" mentality with the release of a new online campaign performance reporting standard, which they're calling "engagement mapping."

Microsoft challenged the decade-old "last ad clicked" reporting standard, calling it "outdated and flawed." Engagement mapping, in contrast, "takes into account for the first time all the various online touchpoints and interactions a consumer experiences before an eventual sale."

Based on the engagement mapping concept,