One of the main features of the internet is that it is a highly measurable medium. For advertising investors, the possibility of monitoring very precisely all of the parameters relating to ADV campaigns is exceptionally useful, since it enables them to:

• establish a one-to-one relationship with the client

• evaluate the effectiveness of a promotion accurately and in real time

• compare the response to different promotional communications - A/B test

• modify, in real time, the communication used and the recommended price

• select the most effective online/offline promotional channel

• reduce the cost-per-click of the promotional message

• increase the number of conversions and transactions
  
  
• calculate the return on investment (ROI)