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Direct Response
On the Web, direct response usually refers to a clickthrough on an ad banner. Many advertisers will audit the effectiveness of a campaign based
on the number or percentage of direct responses. While this can lead to the
hard-bargain, cost-per-click deals that almost entirely ignore the branding value of Web
advertising, evaluating response is often the best way to an honest audit
of the product, advertising message, and ad placement.
Editorial Policy
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