CNN International is Moving Beyond the Click-Through Rate

Measuring ads by click-through rate can only tell advertisers so much. CNN International has provided data on audience behavior on its branded content for years. Now it’s using ad tech to give brands interests-based audience insights and deep campaign reporting.   This includes monitoring what sites people have been on before arriving on CNN, what articles they have clicked on from social platforms before coming to CNN, and which articles match client data such as search terms individuals have used to arrive on a particular brand client’s site.