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But relying on clicks to drive conversions for display advertising is often a dead end. They've found that consumers most likely to click on display ads are often vastly different from an advertiser's best-performing customers. This means that optimizing display campaigns for clicks often means anti-optimizing for sales.

Read this white paper to:
  • Understand the differences in evaluating search vs. display ad performance
  • Optimize your campaign for conversions - instead of clicks
  • Learn how to better assess display ad effectiveness

Quantcast Corporation, Quantcast Corporation:White Paper, Display Ad Clickers Are Not Your Customers,
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Quantcast Corporation
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