Cyber-rigging click-through rates: exploring the ethical dimensions
by Josie Fisher, Ravi Pappu
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 1, 2006

Abstract: Click-through rate is considered a very important metric and a key performance indicator of the success of online advertising and is the most frequently used measure to gauge the effectiveness of banner advertising. Marketers also use click-through rates in arriving at performance measurement activities such as the calculation of 'customer life time value' and 'customer acquisition cost'. Click-through is the second most frequently used banner ad pricing method after cost per thousand impressions. Online advertising is facing a new form of challenge – the artificial inflation of click-through rates. We call this practice 'cyber-rigging'. The objective of this paper is to explore the ethical dimensions of cyber-rigging through application of ethical principles and theories.

Online publication date: Thu, 09-Feb-2006

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