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NEW YORK Yahoo said it would begin offering advertisers a new service to gauge the effectiveness of their ad campaigns.
The Sunnyvale, Calif., company has struck a deal with Aegis Group-owned research firm Marketing Management Analytics to measure the effect graphical and search ads on Yahoo have on offline sales activity, and compare those results with traditional marketing vehicles, including TV and print advertising.
Such comparison will allow advertisers to better allocate their spending to the most effective channels and to the most effective tactics, said John Nardone, chief client officer at MMA.
“The
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