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Why the clickthrough rate is anathema to long term measurement

In the wake of Valentine's Day, the IAB reflects on its anti-clickthrough campaign. Rather than a one-night-stand with 'clickheads', brands should pursue a long-term commitment to robust metrics.

United kingdomNational antiNational anti click through rateReal livingLongterm digitalMeasurement toolkitNational anti click through rate day

Don t be a clickhead : IAB warns against click-through rates for Valentine s

The organisation has released a short film.

United kingdomTim elkingtonInteractive advertising bureauNational antiMarketing mix modellingNational anti click through rate dayLongterm digital

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