Google undeservedly has gotten all the credit for many clicks on the online ads it delivers via its search engine, but Microsoft wants to put a stop to that. So said Brian McAndrews, senior vice president of Microsoft's Advertiser Publisher Solutions Group during a panel discussion at the Web 2.0 Summit in San Francisco Thursday. Currently, systems for tracking ad conversions and analyzing online marketing campaigns focus on the last ad a user viewed or clicked on, he said. This gives all credit to that last publisher and not to others the user may have been at before and influenced the user to seek more information about the advertiser, McAndrews said.
In particular, this situation has unfairly benefitted Google because many times someone will see a display ad on a site and go to Google, search for the vendor's name, and then click on the vendor's text ad served by Google, he said. But Microsoft is developing a technology called "conversion attribution" that will track the trail of ads seen by a user, so that advertisers get a more complete understanding of how effective their marketing campaigns are, he said.