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.