Trivia question for Advertising Twitter. Prize is a copy of Central Control's 100+ page "Best Practices Guide to Advertising Incrementality": https://www.centralcontrol.com/best-practices-for-advertising-incrementality-guide-workshop

Question is:
Who invented cost-per-click pricing, the beginning of the ruination of digital advertising?

Only the first right answer gets the prize, of course.

If you don't know, you have to retweet.

. @aripap I see you.

It's like Truth or Dare: now you gotta guess the right answer or give a retweet.

Procter & Gamble invented CPC model, as I remember it, from being an Ad Age reporter at the time. It was a big deal then, with pushback from the industry at the time. The nascent IAB played referee, as I recall, @Rich_LeFurgy &
@katethorp on the scene.

Why "the ruination" of (the potential of) digital advertising?

Making clicks the object violates "Goodhart's Law." (Not @jonahgoodhart or @noahgoodhart09, but econ Charles Goodhart.)

"When a measure becomes a target, it ceases to be a good measure."

https://en.wikipedia.org/wiki/Goodhart%27s_law