Nice piece late last week by MediaMind’s Ariel Geifman.
The article provided a thoughtful, compact summary of a wide variety of different sources and research approaches that all drive to the same conclusion: CTR is a convenient metric, but an inadequate one at best and most often a misleading one. Obviously a topic on which we have written on multiple occasions, but I liked Ariel’s treatment and he wove in a few interesting angles I hadn’t seen before.
Worth a read.
