Microsoft to test new measure of Web ads

Microsoft Corp has announced it will test a new way to measure the effectiveness of Internet advertising in a challenge to an industry standard that has helped the likes of Web search leader Google Inc. and Yahoo Inc. Microsoft's "Engagement Mapping" departs from a standard that ties sales, leads and traffic to the last ad that a user clicked on online. Instead, it attempts to take into account all the Internet interactions that lead a consumer to buy a product and give advertisers a more accurate assessment of organize online campaigns.