ronjor
May 29th, 2009, 10:27 PM
{QUOTE-> When advertisers measure the effectiveness of their pay-per-click ad campaigns, advertisers systematically assume additionality, i.e. that the sales that follow a paid click are sales that would not have happened without the ad platform's assistance. This assumption offers intuitive appeal: If a user clicked an ad and then bought the advertised product, by all indications the ad platform should be thanked for finding and sending an interested customer. Or should it? <-QUOTE}Ben Edelman (http://www.benedelman.org/news/051309-1.html)