Click-Through Metrics Is Dead As Well...

I really start loving the web analytics industry more and more. Every other week a new well-funded analytics startup, every month the death of another metrics. Today Comscore announced Heavy Clickers Distort Reality of Diplay(!) Advertising Click-Through Metrics.

"The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000. Heavy clickers behave very differently online than the typical Internet user, and while they spend four times more time online than non-clickers, their spending does not proportionately reflect this very heavy Internet usage".

I guess I should have added CTR for Display Advertising to my last dead metrics post Revolutinizing Web Analytics post.