Microsoft said in a press release that it will launch a new way to measure the Internet advertisement with the approach of “Engagement Mapping.” The Engagement Mapping was indeed an alternative way to the current “last ad clicked” standard. It taking into account for the first time all the various online touchpoints and interactions before a customer buy a product on the Web. Thus, this represents the advertisers will get to know better how a customer finally make the purchase, and in between what led her make that decision. Though this approach might put Microsoft’s position right back in the online advertising battle with Google and Yahoo!, Engagement Mapping is not yet finalized by the Microsoft advertising team.

Microsoft’s “Engagement Mapping” is due to begin in beta and private available on March 1, was previously a technology that owned by Atlas, one of the three assets of aQuantive, that acquired by Microsoft at approximately $6 billion in May last year. If it launch on time, sound like Microsoft has finally integrated this Atlas to its adCenter platform successfully. Testers will include Agência Click + UNICA, Best Western International Inc., BKV, Citi Cards, GSD&M Idea City, Ingenuity Media of The Martin Agency, Initiative, McKinney, MEC Interaction, Mindshare Interaction, Monster Worldwide Inc., Neo@Ogilvy, Sprint and World Vision.

via [CNN]