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The attribution problem in online
advertising is fascinating. Thinking
that 100% of the credit is given to the last impression seems very
controversial. It ignores all the
contribution effect of the previous ads and overvalues the “last click”. Many ads are not receiving the correct amount
of credit for influencing consumer’s perceptions and behaviors. This attribution problem has been further
complicated by mobile-ad clicks which 40% of the times are a result of an
accidental click. To me this is not
surprising especially from my own personal experience. As an iPhone user, my “fat fingers” have
countless times unintentionally clicked on an ad in an attempt to close it. My click counted as an impression while in
reality it was simply a frustration to me.
The article, specifically sites that Facebook’s new “Sponsored Stories”
on its users news feeds are receiving a superior amount of credit than they
deserve. As Facebook pushes to monetize
its advertising potential, this “fat finger” phenomenon may eventually hurt
user engagement on the site. With 60% of
its users being active on its mobile platform, Facebook is ramping up its
mobile ad sales; nevertheless, they must take into account how this may
interfere with the user’s experience. Overall
in mobile advertising, this "fat finger" problem makes one question the pay-per-click
model. How do we account for and
recognize these worthless “fat finger” clicks?
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