Microsoft Corp said on Monday it would test a new way to measure the effectiveness of Internet advertising in a challenge to an industry standard that has helped the likes of Web search leader Google Inc.

Microsoft’s “Engagement Mapping” is due to begin in beta form on March 1 and departs from a standard that ties sales, leads and traffic to the last ad that a user clicked on online. Instead, it attempts to take into account all the Internet interactions that lead a consumer to buy a product.

Microsoft’s new ad initiative follows its purchase of online marketing company aQuantive for $6 billion last year in an effort to capitalize on the fast-growing online ad market and better compete against Google.

The software maker is also in the midst of a $41 billion unsolicited takeover attempt of Yahoo Inc.