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The
Click Thru Rate
Debate
Quotes From the Industry
 August 2010Darren HermanChief Digital Media Officer, The Media Kitchen/kbs+ptwitter: @dherman76 // dherman@mediakitchen.tv
 
Background 
: I asked a few senior friends fromdifferent parts of the industry (brands, publishers,and optimizers) to weigh in on the debate that wecommonly hear at digital conferences:
³Is the click thru rate dead?´ 
The following 9 (including mine) comments cover the gamut and hope that you participate in theconversation as well«#deathofctr 
 
O
 ptimizing your buy against CTR is likemeasuring your tire pressure with a gravy ladle...it doesn't make sense. CTR wasuseful before we had more advanced digital analytic tools, but its time has passed. Good to know, kind of like thedelivery of impressions, but I wouldn't make business decisions based on that information. We can get so much deeper today.
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