Google Product Management Director Ari Paparo writes in a blog
post that the company is developing new
measurement products designed to gauge the impact of ads on brand awareness or on user interest in products being advertised. Paparo explains that in the future campaign measurement will occur in near
real-time, creating an almost immediate feedback loop. Today, the process is linear. Marketers plan campaigns, buy ad space, run their campaign, and measure the results, often with weeks between.
Google wants to make measurement dynamic with an option to feed that information into the planning process itself. Agencies and advertisers will have the ability to test multiple creatives and media
plans, and immediately chance them to deliver the best-performing ads and reach the optimal sites and audiences as measurement data starts to come in.
--Laurie Sullivan
