A recent comScore study found that the number of people who click on display ads has fallen to 16%. These findings have created quite a buzz around the online advertising industry, including calls for online marketers to find a better measure of success than click-through rates.

The release of this study is no surprise to CPX Interactive.  In fact, our most recent ad campaign (which can be seen on the pages of OMMA, AdAge and Media magazines (and below)) highlights our belief that every client may have a unique  success metric.  While the most commonly thought of metrics may be CPM and CPC, the truth is that, depending on the campaign, an advertiser may choose to judge success by less measureable metrics like user engagement and brand exposure. It is, therefore, no coincidence that the “x” in CPX represents a dynamic variable. As far as we’re concerned, your metric is the ONLY X!

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