October 28, 2009, 12:00 AM

Marketers have a growing number of tools to track online display ads

With an expanding selection of technology vendors and tools for measuring customer activity against online display advertising, the most popular tools—for now, at least—are web analytics applications, Forrester Research says in a new report.

With an expanding selection of technology vendors and tools for measuring customer activity against online display advertising, the most popular tools-for now, at least-are web analytics applications, Forrester Research Inc. says in a new report, “The Interactive Attribution Landscape..”

Forrester surveyed 168 marketers in the second quarter who use online display ads. When it asked what they deploy to manage most of their measurement of display ads, the largest percentage of respondents that use tools cited web analytics, followed by ad-serving networks. 34% of respondents said they don’t use a measurement tool.

Following are the applications cited in that survey and the percent of respondents citing each:

  • Web site analytics tool, 20%
  • Ad server network, 15%
  • Excel spreadsheet, 15%
  • Tool built in-house, 9%
  • Media-buying and management dashboard tool, 2%
  • Tools from marketing services firms, 1%
  • Other, 4%
  • No tool used to measure display advertising, 34%

The report, authored by Forrester analyst Emily Riley along with other Forrester analysts, says that the range of interactive attribution applications for measuring the effect of display advertising will grow rapidly over the next few years, though with a wide variety of types of applications.

It notes, for example, that major web analytics providers as well as ad-serving networks will expand the number of advertising attribution measurement tools available to marketers.

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