However, online advertising clients who specifically request click-through rates can still obtain them.
Struggling with ad slump
The changes come as MarketWatch, 34% owned by Viacom's CBS, struggles with the Web ad slump. MarketWatch first-quarter ad revenue fell 41% to $5.2 million vs. a year earlier.
MarketWatch executive vice president for sales, Scot McLernon, characterized click-through rates as a "pedantic" system for measuring ad response and urged others in the online industry to also abandon it.
Patrick Keane, a senior analyst with Jupiter Media Metrix, said he's not aware of any other major commercial sites that are abandoing click-through rates.