WebProNews

Thanks for the post, Jason. I agree that old reporting methods are outdated in the Web 2.0 world of advertising. Niche publishers are growing in numbers. Audiences are scattered, surfing on alternative devices such as mobile phones and handheld gaming devices. They’re also vocal about the types of ads they’ll tolerate. The old ways of measuring ad performance just don’t work anymore.

It’s good to see big guys like Microsoft recognize the importance of a new approach to online advertising. Yume (my company) and others are helping both advertisers and publishers realize a stronger ROI by targeting the ads to relevant audiences and offering the real-time metrics to optimize the campaign’s performance.

We’ll also be anxiously awaiting more details on Microsoft’s beta product. In the meantime, we’ll keep plugging away to help the growing number of advertisers and publishers who need solutions today.