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Posts tagged with Dwell Time

Are brand advertisers dwelling on the wrong metric?

Most brand advertisers accept that the click-through rate is far from the perfect metric. But it's easy to understand and easy to measure, which offers some comfort. And that means that the low click-through rates (CTRs) associated with display ads aren't always so comforting.

Even though it's logical that there's more to display advertising efficacy than CTRs, the absence of widely-accepted alternative metrics is a problem.