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Using clicks to measure for digital ad value may be easy but it’s not the best gauge — and it could be hurting. Some reasons, according to comScore’s Linda Abraham: few people click on ads, the number who do is shrinking and 3 percent of users represent 62 percent of clicks.
That short slide show below explores that and the potential for target marketing, highlighting the German market; the video from the DLD session is embedded, too, with Glam Media’s Samir Arora making his pitch for branding, Mark Read, WPP; Christoph Schuh, Tomorrow Focus; and moderator David Kirkpatrick. (Warning: it isn’t high drama.)