Engagement mapping the road ahead

Microsoft wants to revolutionize ROI analysis for online marketing. They want to do ‘Engagement Mapping’. And I think they are dead on to something here.

It’s imperative for the future of online advertising - and hence for online services and publishers - that advertisers understand the true value of online advertising. Every move that can bring more understanding and analytics to the market is a good one.

The only issue as I see it is that the publishers themselves (and Microsoft for that matter) is very aware that this should be used as a value add and not as an argument for driving the prices even lower than they already are.

If Microsoft and others can argue the real value of CPM deals through ‘Engagement Mapping’ they will have performed their task to an A+.