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Friday, August 04, 2006

IAB to Define a Click

The IAB announced the formation of an industry-wide Click Measurement Working Group to define what a "click" is.  As Business Week notes:
"There's a lot at stake. Click fraud—using software or low-cost workers to repeatedly click on banner ads in order to artificially inflate the success of an ad campaign—cost advertisers just shy of $1 billion last year"
It sounds like a good idea to me, although I still think the idea of charging ads on a cost-per-action basis is a better long-term solution. Forget about a simple click from a search page - let's talk about what that visitor did (action) after clicking to the site. That's where the value is.

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