Hoping to sate agencies' thirst for transparency, control and more granular insights in conversational media ads, BuzzLogic has launched the Conversational Advertising Dashboard in beta.

"Conversational marketing is still a new medium for many advertisers, and media without measurement is not a sustainable model," preached CEO Rob Crumpler of BuzzLogic. "We are enabling advertisers to gain insight into and capitalize on the rich conversations that are occurring across the Web through targeted ad placements."

Features:

• Metrics on where publishers are running the ads, and the exact content of conversations where the ads appear.
• A "conversation social graph," which lends insight on the publishers connecting around certain topics, topics being discussed, and the discussions' relative sizes.
• Performance data on a per-conversion basis for each piece of creative.
• The ability to select sites to review ad performance, and opt to remove them from campaigns.
• Deeper conversation metrics compliant with IAB social media guidelines, which covers conversation size, site relevance, author credibility and content freshness.

BuzzLogic, which was founded in 2004, got into conversation tracking in late 2007. In 2008 it launched the Conversation Ad Network and began identifying "influential" blogs for interested advertisers.

About a dozen brands and agencies are participating in Buzzlogic's Conversational Advertising Dashboard beta program, including MediaVest, 360i, OmnicomMediaGroup and the Organic Trade Association.