As a thought leader for one of the leading digital marketing analytics groups, Esco is responsible for behavioral research, digital marketing insights, and developing new prototype solutions for the Microsoft ad platform.  As one of the original innovators of Microsoft’s leading Engagement Mapping technology, he has been a key industry leader in defining next-generation ROI and media optimization metrics for online, and is one of the world’s foremost experts in creative optimization, authoring the pioneering Optimization Advisor creative optimization software.  Additionally, Esco authored “The Combined Impact of Search and Display Advertising”, the industry’s first cross-channel measurement study that produced a 22% lift figure that has been syndicated by a variety of sources and has become the de facto industry benchmark for search and display synergy.  Prior to his work at Microsoft, Esco worked in research and development for ICOM of America and the Pacific Northwest National Laboratories, resulting in a number of patented projects.  Microsoft Advertising Institute research can be found at http://advertising.microsoft.com/institute.