Trends in online ad measurement

03/20/2006 | Bloomberg Businessweek

As Web users delete marketers' cookies and as search advertising continues to be plagued by click fraud, agencies and Web ad innovators are looking for new methods of measuring the efficacy of online advertising. TACODA Systems is using brainscan technology to measure the penetration of online ads on test subjects while Revenue Science and other behavioral agencies are tracking users across the Web, to enable tailored ads to follow them from site to site.

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