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New Toolbox Measures Online Conversations
In the US, blog ad serving company Federated Media (FM) has rolled out the Conversational Measurement Toolbox, featuring campaign measurement, planning and reporting tools to offer marketers greater insight into their social networking marketing efforts.
Last September, online measurement firm comScore collaborated with FM to launch a service called the Conversational Media Report, measuring the audiences of blogs and social networking sites.
The new platform can collect, aggregate and report data from a company's internal reporting, third-party tracking providers and social media application developers. Data is then available via a dashboard, as well as through a Microsoft format that allows social application developers to use and exchange rich conversational metrics.
FM says its toolbox was created to build accountability into ads, sponsorships, video ads, widgets, social networking applications, conversational media hubs and more.
Explained FM CEO John Battelle: 'This toolbox was designed specifically for the needs of the brand marketer looking for the power to leverage the conversational media space in the most effective and efficient way possible.'
FM will launch the toolbox in conjunction with several major brands and digital media measurement firms which have been enlisted as beta partners.
Based in Sausalito, California, the firm works with more than 140 'conversational' web sites and marketers, and is online at www.federatedmedia.net .
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