CTR is not a reliable metric for mobile ad performance.
Added about 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... Continue reading on www.mediapost.com
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