Found this at Business Insider:
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Today, the Online Publishers Association
published a report called "The Silent Click: Building Brands Online." It's a Power Point presentation designed to move beyond the "click" as a measure of online advertising success. And not a moment too soon.
In the beginning, the glory of Internet advertising was supposed to be how measurable everything was online.
Unlike their counterparts in the the print and broadcasting mediums, online publishers would be able to tell their ad clients precisely how many people actually engaged with their ads. Online publishers did this by showing their advertisers how many times readers clicked on ads.
For years, this was supposed to be the selling point that finally to steered big brand advertisers away from old media and onto the Internet where consumers were spending more and more of their time. The one big problem was that even Internet users who are interested in the product being advertised don't click on ads, so publishers aren't getting paid.
Which doesn't mean online ads don't work. On the contrary: They work fine. As with newspaper and TV ads, consumers can get a brand message just by seeing the ad. Clicking or not clicking does not actually indicate a consumer's interest in an advertised product. But the problem for publishers is that after years of being sold on them, Web advertisers have grown quite accustomed to pay for ads based on clicks.
To address this, the 47 huge publishers in the Online Publishers Association have taken a page from old media...===
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