Eyeblaster launched Channel Connect for Search, which enables marketers to track users that are exposed to, or that interact with, display ads — even if they don't immediately convert.

Channel Connect for Search operates under the premise that banner ads have a latent influence on buyers. Once they click on an ad, users are tracked with cookies for up to 30 days. If they ultimately convert through search, advertisers will be able to recognize them as past banner clickers.

"There are clients who say display advertising isn't working, and they think they should stop. This could be eye opening […] because it shows that display is leading to search, and how much," said senior media manager Thomas McIheran of agency Sicola Martin, who believes Channel Connect "bridges the gap between display and search advertising."

The service is now in beta. Agencies involved in the test program include Sicola Martin and Mindshare, who is trying the technology on behalf of LG Electronics.