Yet more on CTR’s failure

Nice piece late last week by MediaMind’s Ariel Geifman.

The article provided a thoughtful, compact summary of a wide variety of different sources and research approaches that all drive to the same conclusion:  CTR is a convenient metric, but an inadequate one at best and most often a misleading one.  Obviously a topic on which we have written on multiple occasions, but I liked Ariel’s treatment and he wove in a few interesting angles I hadn’t seen before.

Worth a read.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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