Despite numerous calls for the demise of the click rate, it lives on as a standard fixture in nearly every benchmark and performance report. It lives on, its very existence reducing the effectiveness of your brand campaign.
Click rates live on for a simple reason. No other metric is (1) common across all advertisers and publishers and (2) accessible by publishers. Until an alternative performance metric can broadly be measured by those selling advertising space, click rates will remain a fixture.
The problem is, click rates hurt brand campaigns. [Read more…]