Whither the Click?: How Online Advertising Works
Gian M. FulgonicomScore, Inc.
Marie Pauline MörncomScore, Inc.
BACKGROUND
In today's economically challenging times, advertisers and their agencies appear to be moving their online display advertising dollars from customer relationship management campaigns that require payment based on the number of people exposed to the campaign to “pay-for-performance” programs (“CPC” or “CPA”) that require payment when the consumer performs some desired action such as clicking on an advertisement.
At the same time, however, research is showing that a click may not be a relevant measure of the impact of display advertising. Click...