Download: Quantcast’s ‘Display Ad Clickers Are Not Your Customers’ White Paper

Quantcast has released a free white paper titled “Display Ad Clickers Are Not Your Customers”. The Quantcast team says, “We’re all familiar with the usefulness of search engines to answer a specific or immediate need for information online. And because consumers expect to click to find what they’re looking for, click measurement is typically an effective metric for evaluating the success of search campaigns. But relying on clicks to drive conversions for display advertising is often a dead end. We’ve found that consumers most likely to click on display ads are often... [...]