Debunking The CTR To Find Truth In Viewability

“Viewability” is the buzzword du jour in the ad tech world, yet only a small number of advertisers are actually using viewability metrics to measure campaign performance and set benchmarks. In fact, though click-through rate (CTR) has been widely panned as ineffective for measuring the true value of a display campaign, it continues to be the dominant metric across the industry.Read the full article