IgnitionOne Debuts Online Ad Engagement Measure

IgnitionOne - the digital marketing technology arm of Japanese advertising giant Dentsu - has added an 'Engagement Optimisation' tool to its existing Digital Marketing Suite (DMS), to enable users to track the success of online ads.

DMS is used to measure online advertising across search engines, Facebook and other web sites, and was integrated last year into ad exchange AdJug.

IgnitionOne's new tool produces metrics that can be applied to digital media, including an 'Engagement Score' that places a numerical value on each web site visitor's level of involvement, and their propensity to respond to ads.

In addition, the tool determines the average score change per session, the time spent on a web site, and the frequency of visits, while also registering the categories of interest on a site.

CEO Will Margiloff comments: 'Our objective is to simplify and streamline digital marketing, and the addition of Engagement Optimisation to our DMS is a landmark step in that evolution.'

Web site: www.ignitionone.com .