The online display and the nascent advertising exchange industry sorely need the “Holy Grail” of analytics packages showing how online display effects the creation of interest by the consumer, and that search is there to catch the biz when the consumer is ready to strike.
Basically, cookie the user (stop touching my privacy!), so that they can be tracked for discreet campaigns on the display nets straight through to search campaigns and behavior.
There are a few companies trying to do it out there right now.
Microsoft has discussed its engagement mapping plans but has yet to product anything of substance. To unseat Google as the dominant player in online advertising, Microsoft would love to find a way to effectively monetize its trillions of ad impressions – and if it can prove to advertisers that display MUST be a part of the puzzle, bully for display ad exchanges and ad networks everywhere.
Other companies are trying to come up with the “Grail” including Clear Saleing which recently introduced another rev of their analytics platform. ComScore lurks but, to date, nothing has stood out from anyone.
It will be interesting to see what Google does in this space now that they have DoubleClick – will they see opportunity in such a product (build out Google Analytics to include the mapping feature) or will they see it as a threat to their search pot o’ gold?
Maybe Imran is dreaming about this right now.