TITLE

Ad Click-Through Rates Deceive Marketers

AUTHOR(S)
Moresco, Justin
PUB. DATE
February 2008
SOURCE
Red Herring;2/13/2008, p2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on a study which found that a small percentage of web surfers with an unusual interest for clicking online advertisements are distorting the perceived success of advertising campaigns. The so-called heavy clickers represent just 6 percent of the online population but account for 50 percent of all the clicks on display advertisements, like banners and pop-ups. Sixty eight percent of the participants, all U.S. residents, tracked in the study did not click on a single advertisement.
ACCESSION #
36876150

 

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