Maybe the right number of users saw your ad, but did they actually engage with your message? That's a question that has puzzled marketers since before the dawn of the digital age, but now Microsoft thinks it has an answer.
Known as Engagement ROI, Microsoft plans to integrate the new tool, which remains in beta testing -- into its Atlas Media Console. Atlas is part of aQuantive, which Microsoft paid $6 billion for last year.
Microsoft said it plans to test the tool with agencies that include McKinney, Mindshare Interaction, World Vision and Neo@Ogilvy, according to a report in InfoWorld.
Precisely how the tool will measure engagement remains unclear. However, officials at Microsoft plan to formally announce Engagement ROI this week at The IAB's annual meeting in Phoenix.
