Google looks to measure ads beyond last click

28 February 2008 | By Will Cooper

Google has set up a high-level internal working group to provide advertisers with a more complete picture of how the entire online journey affects consumer buying.The standard for measuring the effectiveness of an online campaign is the 'last ad clicked' model. But Google said it's looking at how it can include previous online interactions.Google said that the industry must be able to provide an effective tracking model that shows exactly how display, rich media, video ...

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