Measuring the true effectiveness of online advertising is tricky. Counting clicks alone doesn’t say much. Newer pricing models, like CPE (Cost per engagement) in rich media ads (where the advertiser is charged by the publisher for user interaction with the ad), help but even still we are trying to gauge effectiveness based on mouse move and this still falls short.
This piece by Abbey Klaassen discusses this paradox.
The click is the wrong metric for measuring online ad effectiveness
23 February 2009 | 0 comments
