Click Fraud To Shape Ad Decisions in 2009 November 19, 2008
Posted by Mark Blei in : Uncategorized , trackbackADOTAS EXCLUSIVE — We are in the midst of a transition in online advertising that may not be fully appreciated for another year. As financial fears and uncertainty pervade Wall Street, and once-high-flying Internet darlings struggle to stay relevant, there is an underground revolution among marketers that will permanently change how ad spend decisions get made.
More than ever, marketers around the country are taking a closer look at their advertising expenditures and asking, “What did I just get from this?!” They are facing reduced budgets and looking for the biggest bang for their advertising buck. They are increasingly intolerant of low-performing and hard-to-measure ad campaigns. They want answers today, and they want better answers tomorrow. And since CPC and CPA advertising provide more measurable ROIs than do other forms of brand advertising, marketers are expected to allocate a higher proportion of their reduced budgets to online advertising. The result is that online advertising is expected to be fairly resilient in the coming year. But that resiliency will be matched with intense scrutiny as marketers seek to maximize ROI to the fullest possible extent. As a result, marketers are expressing a renewed interest in the subject of click fraud (a.k.a. unwanted traffic) and how it is distorting their ad campaign’s performance.
Click fraud can be defined as clicks or impressions that have no economic value to the advertiser due to malicious intent on the part of the clicker.
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