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CTR is not a reliable metric for mobile ad performance.

Added over 2 years ago | As appeared first on mediapost.com
Click-through rate has long been faulted as a measure of ad effectiveness in mobile campaigns, largely because of the so-called fat finger problem of accidental clicks. That phenomenon isn't only annoying for users, but can artificially inflate click rates and give a misleading impression of a campaign's success. A new Nielsen study commissioned by mobile location ad firm xAd reinforces that view, suggesting click rates can even have an inverse impact on ad engagement. In other words, the hig...
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