Google debuts Campaign Insights display ad measurement tool

Share this article:

Google debuted a tool that measures the impact of brand awareness on online display ad campaigns this month.

Called Campaign Insights, the platform compares two groups of Internet users, those who have been exposed to the ad and those who have not. It then measures the difference in searches and site visits of the two groups to identify the impact of the ad.

“We're focused on improving display advertising on the Web, and as a part of that goal, we're working to give advertisers innovative tools to better measure the impact of their display ad campaigns,” said Paul Todd, product management director at Google, via e-mail.

In recent months, Google has tried to streamline the buying and selling of banner ads. In September, the company debuted the DoubleClick Ad Exchange, which lets publishers list their unsold ad inventory for networks to buy.

“We think Campaign Insights fits in well with other methods of display measurement and provides marketers with more accountability for their display campaigns,” added Todd.

The Campaign Insights tool is in beta for select advertisers using Google's ad network. A Google spokesperson said that the company does not have a date scheduled for the complete launch.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.