SOURCE: Adometry, Inc.

Adometry, Inc.

July 20, 2011 08:30 ET

Adometry Launches New Attribution Index to Help Online Marketers Better Measure and Predict Ad Campaign Performance

Identifies Elements in Display Campaigns That Drive Conversions

AUSTIN, TX--(Marketwire - Jul 20, 2011) - Tomorrow at the OMMA Metrics 2011 conference, Adometry™, Inc. will release the Adometry Attribution Index -- a new way for online marketers to gauge how advertising campaigns perform. The Attribution Index, which is currently available as part of the Adometry Attribute™ SaaS offering for cross-channel attribution, scores ad campaign performance to help agencies and marketers measure campaign results and predict which combinations of placement and creative will drive future conversions.

"Today, it's very difficult for online marketers to figure out if their ad investments are paying off, particularly in display advertising," said Steve O'Brien, vice president of marketing, Adometry. "Clicks and conversions are misleading because display campaigns really drive conversions through other channels, like search. With our new Attribution Index, we're giving display advertisers a simple defined metric they can use to understand true campaign performance."

The Adometry Attribution Index is based on information gathered from Adometry Attribute -- the company's fractional attribution offering. Adometry Attribute calculates the true contribution of every marketing campaign in driving business results. The Attribution Index incorporates the fully attributed propensity to convert for every campaign setting and combination of settings in order to pinpoint how well online marketing campaigns are performing. The Attribution Index is calculated by tracking the performance of clients' existing online marketing initiatives.

For example, a banner advertisement and publisher site combination with an Attribution Index score of 3.5 shows three-and-a-half times the normal conversion rate of the average performing creative/site combination. By reallocating spend to campaigns that score higher on the Attribution Index and culling spend from campaign elements with lower or negative Attribution Index scores, interactive marketers can quickly improve results and increase overall return on ad spend (ROAS).

To learn more about the Adometry Attribution Index, visit For more information on Adometry, visit or follow us on Twitter: @Adometry.

About Adometry
Adometry, Inc. provides scoring, auditing, verification, and attribution metrics to optimize results for online advertisers, agencies, publishers, and ad networks. Tracking billions of impressions in real-time, reporting on where they appeared, for how long, and to what effect; the Adometry mission is to bring greater levels of transparency and accountability to the online advertising industry. Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, Shasta Ventures and Stanford University. For more information visit

Adometry and Adometry Attribute are trademarks of Adometry, Inc. All other company and product names mentioned are used only for identification and may be trademarks or registered trademarks of their respective companies.

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