ChoiceStream

Google believes it has a solution for marketers looking to measure display ad impact and it believes the solution will help Google grab a big chunk of the $4.7 billion display ad business. Called ‘Campaign Insights,’ the system has been in beta for the past year. Now it’s ready for prime time. Ultimately, like Google Analytics, it will be offered to all of Google’s display advertisers for free. With Campaign Insights, Google takes data from the advertiser’s server logs to determine who was shown an ad and when. Then it compares that to web searches and site visits culled from data from the millions of Google toolbars on computer desktops. Those results are compared to a comparable group that didn’t see the ad. Then Google measures the difference between the number of brand searches and site visits between the two groups.Read the full article