Federated Media has introduced tools that enable advertisers to track the online conversations about their brands, reports VentureBeat.

The Conversational Marketing Toolbox was designed to "build visibility and accountability into today’s eclectic media and marketing mix consisting of IAB advertising, sponsorships, video advertising, widgets, social networking applications, conversational media hubs and more," Federated Media stated.

Data options include standard ad metrics like click-through rates, and tracking for RSS subscriptions or brand mentions on sites like Twitter.

FM also said it would incorporate third-party analytics data in its dashboard. "The toolbox, if effective, could make Federated a go-to place for social media advertising," VentureBeat writes.