Thank DoubleClick for this nifty tool: a widget that calculates the value of a widget.
Google’s Ari Paparo, previously DoubleClick’s VP, advertiser products, brought it to marketers’ attention yesterday at IAB’s digital video leadership forum. He participated on the panel, “Format Wars No More.”
When asked if brands will start tracking mentions on Twitter, Ning, and other social applications, Paparo pointed out that tracking is fairly easy to do.
But assigning value to that chatter is tough. Paparo likened it to attending a party, picking up business cards, and then trying to attach a dollar value to that experience.
Sounds like a good candidate for another widget calculator.
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