An announcement was made on Monday at the Conversational Marketing Summit: New Brand Way in New York City (where I live) about a new Conversational Measurement Toolbox allowing advertisers to target audiences more precisely and measure the success of campaigns they run on Federated Media's blog network.  The Press Release, titled Federated Media Introduces Conversational Measurement Toolbox - Launches Industry’s First Open Platform for the Exchange of Conversational Media Metrics

from Federated says this:

The toolbox consists of a suite of campaign measurement, planning and reporting tools offering marketers greater control and insight into their conversational marketing efforts.

The Press Release also quotes Rob Crumpler from Buzzlogic, one of the platforms used in the Measurement Toolbox:

“The Internet has become a vast network of socially-connected content, which paves the way for advertisers to go beyond the final click when measuring and understanding digital media performance,” said Rob Crumpler, CEO of FM partner BuzzLogic. “The conversational nature of the Web enables advertisers to recognize consumer engagement across multiple touch points, and leverage this data to fuel an online ad strategy – before, during and after a campaign.”

 I met Rob Crumpler last week at the IAB Leadership Forum (At the IAB Leadership Forum for Social Media and User Generated Content today) and had met Todd Parsons last month at Emetrics San Francisco - did a long interview with him in a post on Buzzlogic  in early May.

I'll be speaking to Rob shortly on the details of Buzzlogic's involvement in the Federated Measurement Toolbox; I can't really see the Toolbox yet (I'm not a FM Advertiser or Publisher)- and would certainly like to see the measurement toolbox in action. 

More, after I interview Rob Crumpler.