Clicks Don’t Count!

As long as banner ads have been on websites, the number of clicks they garner has been the most important performance metric for an ad. Ads that get fewer clicks are canned in favor of those that get more.

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Who clicks on ads? (Revisited with data)

by: danah boyd

Two months ago, I ruffled some feathers with a post called Who clicks on ads? And what might this mean?
Lacking any good public research, I pointed to a blog post by an AOL
Global Advertising Strategy guy talking about research they did on AOL
ad clickers. The report was by no means generalizable to all ad
clickers, but it made a significant point: ad clickers are not

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