The second aphorism I learned in advertising, right after the 50% of your marketing budget is wasted blah blah blah was this: If a campaign succeeds, its because the advertising was great. If it fails, it is because the product sucked. Self-serving clichés are powerful things and thus insulated from reality, I spent a few

In the beginning there were page impressions. The web was understood as a better version of television. How many times was the ad shown and to how many people? “We can track that in a way we can’t with TV. Fantastic!” From that, CPC evolved…”Whoa. Hey. We can measure how many people interact with our