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The software giant announced on Thursday a new collaboration with consumer measurement firm ComScore to design a digital media-planning service dubbed the Reach and Frequency Planner (RF Planner).The goal of the RF Planner will be to help brand advertisers better measure and track their online-ad campaigns. Advertisers would be able to more easily determine and predict how consumers will respond to their digital ads.
The company points out that ad budgets for brand advertisers account for about two-thirds of the $186 million U.S. ad market. But only 5 percent of those dollars are spent on Internet advertising.
edit: good for website owners = not so good for newspapers, i'd expect a stronger push for internet retail taxes and regulations if that 5% figure raises much, assuming it's accurate.
