Google Wants to Offer Smarter Display Ads

Google’s director of product management, Ari Paparo, just announced some of Google’s plans for offerings its advertising partners better methods for tracking the results of their display advertising campaigns.

• new measurement products designed to gauge the impact of ads on brand awareness or on user interest in the product being advertised
• campaign measurement will take place in near real-time, creating an almost immediate feedback loop
• measurement will become truly dynamic and will feed into the planning process itself
• advertisers will be able to test multiple creatives and media plans, and immediately tweak them to deliver the best-performing ads and reach the optimal sites and audiences as measurement data starts to come in