Trivia question for Advertising Twitter. Prize is a copy of Central Control& #39;s 100+ page "Best Practices Guide to Advertising Incrementality": https://www.centralcontrol.com/best-practices-for-advertising-incrementality-guide-workshop
Question">https://www.centralcontrol.com/best-prac... is:
Who invented cost-per-click pricing, the beginning of the ruination of digital advertising?
Question">https://www.centralcontrol.com/best-prac... is:
Who invented cost-per-click pricing, the beginning of the ruination of digital advertising?
. @aripap I see you.
It& #39;s like Truth or Dare: now you gotta guess the right answer or give a retweet.
It& #39;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.
@katethorp on the scene.
Why "the ruination" of (the potential of) digital advertising?
Making clicks the object violates "Goodhart& #39;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">https://en.wikipedia.org/wiki/Good...
Making clicks the object violates "Goodhart& #39;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">https://en.wikipedia.org/wiki/Good...