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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?
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.
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.
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.
@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
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
