We already know that click-through rates on online display ads are abysmal. Now a study from the startup Pretarget and ComScore revealed that even when a user clicks on an ad, the correlation between that click and a conversion is virtually nonexistent.
Over nine months, Pretarget analyzed more than 260 million ad impressions across the campaigns of 18 advertisers, the company said, and tracked conversions ranging from filling out an online form to downloading software.
