Criteo Study Debunks comScore Data, Anti-Click Bias
Marketers are coming to believe that click throughs are old hat; full views are more valuable in conversions. Not so fast, says Criteo, the pay-per-click (PPC) performance display advertising provider. Criteo has issued its rebuttal to comScore’s 2008 report "How Online Advertising Works: Whither the Click?", which concluded that less than 10% of all internet browsers were responsible for more than 80% of all clicks; they were younger at aged 25 to 44; and had little buying power, generally less than $40,000, "…hardly an attractive segment for most advertisers."