Are We Through With Click-Through?

This short article maintains that click-through is an inadequate measure of on-line advertisement effectiveness and better tracking devices should be used.

Are We Through With Click-Through?

Advertisers are discovering more accurate measurements of online effectiveness

Ehren MaedgeRadiate, Inc.

One of this year's hottest and most discussed Internet marketing topics is measurement. Ad agencies, clients and ad networks clamor for an effective means to measure the success of an online direct marketing campaign. For many, the only acceptable method is 'click-through.'

Given the power and technology of the Internet, click-through should be considered at most an elementary tool. When Internet advertising was in its infancy, click-through provided the first means of instant measurement. Since then, however, technology has advanced...

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