Will The MRC Do Away With The “Click?”


Imagine how much more of a fair playing field radio would be on if digital was actually judged on results rather than clicks and other forms of measurement that can easily be manipulated by bots? There is finally some discussion about doing away with the “click” as a reliable form of measurement for advertisers.

In an interview with MediaPost Media Ratings Council CEO George Ivie said, “The click is pretty dubious.” Well, yeah, George, thanks for noticing. There is a Summit taking place this week in Spain where MRC is having discussions focused on ‘new, higher-order outcome-based measurement standards.’ The goal is to move toward more meaningful “engagement metrics,” and according to Ivie clicks would become irrelevant.

Read the full MediaPost article HERE


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