Google Receives Undue Ad Conversions Credit, Says Microsoft VP!

According to Brian McAndrews, the Sr VP of Microsoft's Advertiser Publisher Solutions Group, Google receives too much credit or ad conversions. This was what he stated during a panel discussion at the San Francisco summit of the Web 2.0 Summit.

As Frank Watson reports, "McAndrews was talking about Microsoft's plan to launch conversion attribution tracking – where the user's previous ad exposure etc. is attached to longer tailed tracking."

McAndrews said, "This situation has unfairly benefited Google because many times someone will see a display ad on a site and go to Google, search for the vendor's name, and then click on the vendor's text ad served by Google. With conversion attribution, advertisers get a more complete understanding of how effective their marketing campaigns.

"Along the way, advertisers will get a more balanced view of the value of their ads across a wider trail of Web sites and via a variety of ad formats, not just the last ad displayed by the last publisher, which is often Google", PC World reported.

"We'll introduce conversion attribution to give [more publishers] credit and it will devalue search [advertising]," McAndrews said.

Brian Mc Andrews joined Microsoft when it purchased Mc Andrews' aQuantive.

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