For advertisers as well, In response to an article by Abbey
Klaassen published on Ad age digital February 23.
http://adage.com/digital/article?article_id=134787
Click is wrong metric for advertiser optimization as well, as CTR is the
easiest metric to manipulate. As a media buyer I’ve always stayed away from cpc
metric when buying display.
When eCPA is what matters from the advertiser perspective and eCPM is what
the publisher is after, manipulating CTR is, in many cases, the way to bridge
the gap. When locked in a fixed CPC this tool is taken away and hence at least
one will lose (advertiser, or publisher).
