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A fresh study questioned web advertising dataLos Angeles Times, 30 July 1998
A newspaper report examined a study that challenged the reliability of the numbers being used to sell web advertising.
The story focused on how click data was gathered and reported, and on the risk that advertisers were buying on faith rather than evidence.
Its argument has aged well: measurement design decides what an advertiser can honestly claim about a campaign.
The scholarly version of this work appeared in the Journal of Advertising Research.
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Published by Los Angeles Times. Outlet names and dates are recorded here for reference; the wording of this note is original to this archive.
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