Ad Click-Through Rates Deceive Marketers

Moresco, Justin
February 2008
Red Herring;2/13/2008, p2
Trade Publication
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.


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