Engage is an Interactive marketer based in Andover, Massachusetts (USA), and is a subsidiary of the CMGI group.
The company boasts a representation of 5000 websites worldwide, and a reach of 6 in 10 Internet users.
Its Asian branch was launched August this year with the acquisition of Space Asia Media.
A common complaint about online advertising is the low click-through rates. The industry standard hovers below 1% and some see that as indicative of the ineffectiveness of web advertising.
But click-through rate is only one metric for measuring the success of Web advertising. It is limited in measuring marketing objectives such as brand awareness and advertising impact.
Cookie placing and tracking technology, for instance, gives marketers an ability to measure the effects of advertisement beyond the confines of click-through based analysis.
According to Miller, it will be an online marketer's ability to measure and account for the results of advertisement that will set the medium apart from traditional media and begin to draw real marketing investments to online advertising.
