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"Should We Really be Optimizing for Clicks? An Update of “Natural Born Clickers'" was presented by Comscore Chairman Gian Fulgoni on September 14, 2009, at the iMedia Summit in Coronado, CA.
A preview of: "The Click Remains Irrelevant: 'Natural Born Clickers' Return". In this case study, Gian Fulgoni reviews an analysis of the click vs. non-click consumer as well as a framework for how to best measure the total impact of display advertising, providing a compelling case for the migration of traditional advertising dollars to the online channel.