Clicker Research
We conducted primary research to identify the demographics and behaviors of online 'heavy clickers.' The implications of these findings are profound when we consider how campaigns are often optimized and paid for based on the results of clicks and click-based conversions. The conclusion is the fundamental importance of targeting when employing mass-reach online media and the critical role that behavioral targeting networks like TACODA can play in addressing the influence of the internet's invisible hand.
What is the Invisible Hand?
The invisible hand is a metaphor coined by the economist Adam Smith to illustrate how those who follow their individual self-interests inadvertently stimulate the economy and assist society as a whole. There has been an invisible hand (or set of hands) that through self-interest have guided the development of online advertising, stimulated it through their innate curiosity and sometimes impulsive natures. This is the tale of a group of people who have had a profound impact on our lives as media planners and buyers. We've never known who they are or where they come from. We just knew that they were there, invisible, hiding within the numbers that make up our campaign reports.