The Internet has been called "the most measurable medium," in part because of the industry’s reliance on click-through rates (CTRs) to measure online advertising. But while clicks can be measured, they do not necessarily matter, at least not to the extent that many might have believed.
There are several reasons why CTRs are not the appropriate measure of display advertising’s effectiveness. Perhaps most notably is the fact that the majority of Internet users do not click on display ads, and the percentage of users who do is continuing to decrease over time.
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