This morning, a commentary I wrote for MediaPost’s Online Media Daily was published. The article is called “Don’t Lose Faith in the Click,” and it should make publishers feel better about monetizing their websites despite overall industry drops in clickthrough rate and pay per click.
The Internet has long been the place where advertising models go to die, but one measurable — the click — is still very much alive and kicking. As Mark Twain once said, “The reports of my death are greatly exaggerated.” What we’re experiencing now is, rather, an evolution of sorts – online advertising is being pulled further and further away from demographics and readership rates and closer to intent-based targeting.
Read the entire article, “Don’t Lose Faith In The Click.”